TY - JOUR 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 SP - 382 LP - 401 DO - 10.1017/S0021849905050476 VL - 45 IS - 4 AU - Randolph J. Trappey III AU - Arch G. Woodside Y1 - 2005/12/01 UR - http://www.journalofadvertisingresearch.com/content/45/4/382.abstract N2 - 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. ER -