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

Randolph J. Trappey · Arch George Woodside

100 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Multimedia Communication and Technology

Abstract

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.

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1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 2002Measuring the Intrusiveness of Advertisements: Scale Development and Validation 2002Permission-based mobile advertising 1999Permission Marketing: Turning Strangers Into Friends And Friends Into Customers 2001From Brand Loyalty to E-Loyalty: A Conceptual Framework

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