Consumer Responses to Interactive Advertising Campaigns Coupling Short-Message-Service Direct Marketing and TV Commercials
Randolph J. Trappey III DataMiners.co.uk
Arch G. Woodside Boston College
INTRODUCTION
In the first decade of the 21st century, advertisers' use of short-message-service (SMS) text advertising is growing at an exponential rate. Used either in integrated marketing campaigns along with traditional media such a TV, radio, and newsprint or as a standalone medium, today SMS offers a unique capability for two-way communication with consumers. This article examines the use of SMS advertising in conjunction with television commercials. The article considers (1) the use of outbound...