Consumer Responses to Interactive Advertising Campaigns Coupling Short-Message-Service Direct Marketing and TV Commercials
Randolph J. Trappey III
Arch G. Woodside
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 SMS messages to influence consumers to watch particular programs and television channels and (2) consumer response to television commercials that include a call-to-action for the consumer to send an SMS message.