Recall Effect of Short Message Service as a Complementary Marketing Communications Instrument

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

Recall Effect of Short Message Service as a Complementary Marketing Communications Instrument

Joost WoutersMartin WetzelsMaastricht University

INTRODUCTION

In the last decade several new communication channels have emerged for marketers to choose from, such as Short Message Service (SMS), Multimedia Messaging Service (MMS), and I-mode. In particular SMS is one of the fastest risers. SMS provides the opportunity to deliver short messages (160 alpha numeric characters) to mobile phones. These messages can also contain data packages like ring tones and logos. In a short period of time, this form of communication has become...

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