Direct marketing: SMS, text messaging

 

Around one-third of the world's population now has a mobile phone, and this figure is expected to reach 48% by 2011. While, in many ways, mobile phones seem to be an ideal medium for advertisers, this ...

This paper examines the differences between American young consumers and their Korean counterparts’ interests in accepting SMS advertising via their mobile phones. The appeal of using the mobile phone ...

A quasi-experimental study was designed to investigate the recall effect of Short Message Service (SMS) as a complementary marketing communications instrument. An experimental group (EG) was formed, c ...

Mobile phones are a ubiquitous method of communication and a status symbol for young people. The article examines how traditional media are tapping into this highly targeted form of marketing to an ‘o ...

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 S ...

It can be said that every time the technological communication environment changes so to does the advertising environment. Advertisers who do not carefully monitor and adapt to the technological commu ...

Dan Steinbock, from the Columbia Institute for Tele-Information, describes the phenomenal growth and rapidly developing market for mobile telephone communications. He sees the technological and geogra ...

Describes the fast-moving technology of mobile phones in US, how young people are finding new ways to use them and how marketers are beginning to exploit these. The key attraction is mobility. Covers: ...

How do advertising practices need to adapt and change in order to effectively engage new media consumers? Integration has been an important, overarching industry response in recent decades (Cappo 2003 ...

Oscar Jenkins, chief executive and chairman of Dynmark International, starts his article with a warning about 'spam' on the internet (and how this could, and , maybe is, spreading to mobile phones). H ...

Smart marketers are constantly on the lookout for new, more responsive media to add to their marketing mix in order to increase the probability that customers are receiving the message. For those mark ...

Mobile Media is considered one of the key drivers for the future success of the telecom industry. Ericsson ConsumerLab and SKIM Analytical durables&ict have conducted a global study in order to add th ...

This article explores the formation of Japanese mobile users’ attitudes to pull-type wireless advertising and their willingness to ‘click’ such ads. Both theoretical and practical considerations are u ...

The basic objective of this research is focused on the world of youth and young adults (aged 12 - 25 years) in Mexico, their lifestyles and habits. To achieve this, two different research studies were ...

The mobile phone’s effect on our working and personal lives as well as our psyches has been staggering. Moore and Ahonen explore the commercial potential of the mobile as a marketing tool, with exampl ...

Texting - as far as teens are concerned, it's why God gave us opposable thumbs. Thus nowhere is SMS marketing more well-suited than to the teen market, and hence to the brands that serve it. Todd Tran ...

Steve Watkins shows how SMS diaries provide a very viable basis for assassing the quality of media experiences among young people. He uses data from ROAR to illustrate how to reach and research elusiv ...

This paper examines whether or not SMS is likely to be a “disruptive technology” in the fields of advertising and marketing research. After an extensive programme of research the authors conclude that ...

The convergence of the Internet and wireless telecommunications in the late 1990s has opened the way for a plethora of data services for the mobile handset user. One potential area of development is w ...

Mobile phones are one of the most popular means of communication for children, and most have never known a world without them. In this article, Anne de Kerckhove looks at ways to use the mobile as an ...

This article looks at mobile phone marketing, including: mobiles as a distinct medium; models of wireless marketing; and the extent to which consumers will accept it. It also reports on findings from ...

Mobile phone text messaging is the newest medium in kids' communication. this article explains why text messaging is so popular with children as a means of 'linking value' and describes two case studi ...

For all the talk about wireless advertising , their aren't many advertisers actually doing any of it. At least not yet. Yet a pervasive attitude of optimism regarding wireless advertising is infectin ...

Both `old' and `new' media spawn new offshoots. Flyposting for record labels etc.: cheap for the advertisers, not for the local councils who have to clean up afterwards. Unable to stop it, they are no ...

With new mobile communication devices, the marketplace is moving beyond the confines of desktops and into the pocket. Consumers have access to information, products and services from wherever they a ...