RT Journal Article
SR Electronic
T1 Consumer Responses to Interactive Advertising Campaigns Coupling Short-Message-Service Direct Marketing and TV Commercials
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 382
OP 401
DO 10.1017/S0021849905050476
VO 45
IS 4
A1 Randolph J. Trappey III
A1 Arch G. Woodside
YR 2005
UL http://www.journalofadvertisingresearch.com/content/45/4/382.abstract
AB As a direct marketing tool, electronic Short Message Service (SMS) is likely to surpass internet-based advertising before the end of 2006. This article profiles heavy and light consumer acceptors of SMS direct advertising texts and SMS direct marketing prompts to watch TV programs. The article includes empirical findings of practitioner campaign evaluations of SMS-TV direct marketing campaigns in U.K. and U.S. markets. The results support the view that younger consumers higher in social class are the most willing to accept SMS direct advertising text and respond favorably to SMS-TV integrated marketing communications. The article closes with a call for true experiments to validate consumer acceptance and use of SMS-TV interactive, commercial, communications via split-run testing.