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

Author

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  • III, RANDOLPH J. TRAPPEY
  • WOODSIDE, ARCH G.

Abstract

As a direct marketing tool, electronic Short Message Service (SMS) is likely to surpass internet-based advertising before the end of 2006. This article profiles heavy and light consumer acceptors of SMS direct advertising texts and SMS direct marketing prompts to watch TV programs. The article includes empirical findings of practitioner campaign evaluations of SMS-TV direct marketing campaigns in U.K. and U.S. markets. The results support the view that younger consumers higher in social class are the most willing to accept SMS direct advertising text and respond favorably to SMS-TV integrated marketing communications. The article closes with a call for true experiments to validate consumer acceptance and use of SMS-TV interactive, commercial, communications via split-run testing.

Suggested Citation

  • Iii, Randolph J. Trappey & Woodside, Arch G., 2005. "Consumer Responses to Interactive Advertising Campaigns Coupling Short-Message-Service Direct Marketing and TV Commercials," Journal of Advertising Research, Cambridge University Press, vol. 45(4), pages 382-401, December.
    • Handle: RePEc:cup:jadres:v:45:y:2005:i:04:p:382-401_05
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    Cited by:

    1. Se-Joon Hong & James Y. L. Thong & Jae-Yun Moon & Kar-Yan Tam, 2008. "Understanding the behavior of mobile data services consumers," Information Systems Frontiers, Springer, vol. 10(4), pages 431-445, September.
    2. Fazal ur Rehman & Shabir Hyder & Sadaqat Ali, 2015. "A Qualitative Approach to Analyze Marketing Communication Based on AIDA Model," Information Management and Business Review, AMH International, vol. 7(5), pages 44-54.
    3. Yousef Ahmad El Dameh & Hamad AL Ghadeer, 2021. "The Impact of Traditional Direct Marketing on Creating Brand Awareness: Case Study on IKEA in Jordan," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(3), pages 130-130, July.
    4. Xue Sun & Yuhao Li & Bo Guo & Li Gao, 2023. "Marketing Automation: How to Effectively Lead the Advertising Promotion for Social Reconstruction in Hotels," Sustainability, MDPI, vol. 15(5), pages 1-20, March.
    5. Davis, Robert & Piven, Inna & Breazeale, Michael, 2014. "Conceptualizing the brand in social media community: The five sources model," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 468-481.
    6. Kristen Giombi & Catherine Viator & Juliana Hoover & Janice Tzeng & Helen W Sullivan & Amie C O’Donoghue & Brian G Southwell & Leila C Kahwati, 2022. "The impact of interactive advertising on consumer engagement, recall, and understanding: A scoping systematic review for informing regulatory science," PLOS ONE, Public Library of Science, vol. 17(2), pages 1-18, February.
    7. Farjana Chowdhury & Mohammad Islam & Mohammad Rana, 2016. "Investigating Factors Influencing Consumer Attitude toward SMS Advertising: An Empirical Study in Bangladesh," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(10), pages 233-233, September.
    8. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.
    9. Muk, Alexander & Chung, Christina, 2015. "Applying the technology acceptance model in a two-country study of SMS advertising," Journal of Business Research, Elsevier, vol. 68(1), pages 1-6.

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