Consumer Responses to Interactive Advertising Campaigns Coupling Short-Message-Service Direct Marketing and TV Commercials
Randolph J. Trappey Iii and Arch G. Woodside
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'...
