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Consumer Responses to Interactive Advertising Campaigns Coupling Short-Message-Service Direct Marketing and TV Commercials

Published online by Cambridge University Press:  06 March 2006

RANDOLPH J. TRAPPEY III  and
ARCH G. WOODSIDE
RANDOLPH J. TRAPPEY III
Affiliation:
DataMiners.co.uk, [email protected]
ARCH G. WOODSIDE
Affiliation:
Boston College, [email protected]
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Abstract

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.

Type
Research Article
Information
Journal of Advertising Research , Volume 45 , Issue 4 , December 2005 , pp. 382 - 401
Copyright
© Copyright © 1960-2005, The ARF

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