Measuring Consumer Interactivity in Response to Campaigns Coupling Mobile and Television Media

Robert Davis
Manukau Institute of Technology, New Zealand

Laszlo Sajtos
University of Auckland Business School, New Zealand

INTRODUCTION

The use of the mobile channel for advertising is expected to increase at significant rates (Barnett and Hodges, 2000; Dholakia and Dholakia, 2004; Economist, 2007; Haig, 2002; Ingram, 2001; Trappey and Woodside, 2005). Projections are based on the proposition that the mobile channel creates opportunities for building a process of two-way continuous interactivity with consumers (Balasubramanian, Peterson, and Jarvenpaa, 2002; Magura, 2003; Nysveen, Pedersen, and Thorbjørnsen, 2005; Nysveen, Pedersen, Thorbjørnsen, and Berthon, 2005; Watson, Pitt, Berthon, and Zinkhan, 2002). Xbox and 20th Century Fox have started to use the mobile channel in synergy with television advertisements for interactive marketing (Pantzar, 2003; Trappey and Woodside, 2005). We call this type of campaign the LOOP. In this type of campaign, the audience is encouraged by the advertisement to interact with the brand by sending a message response in the form of SMS (text message), MMS (multimedia message), or VMS (video message) (Barnes, 2002; Bar-wise and Strong, 2002; Paavilainen, 2001).