Consumer Responses to Interactive Advertising Campaigns Coupling Short-Message-Service Direct Marketing and TV Commercials

As a direct marketing tool, electronic Short Message Service (SMS) is likely to surpass internet-based advertising before the end of 2006.

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'...