Abstract

The caselet examines prominence of short messaging service (SMS) as a marketing communication tool among Indian advertisers. The caselet gives a description of the various objectives for which SMS campaigns are being used by advertisers. It discusses some of the prominent SMS campaigns launched by the Indian advertisers. Finally, it outlines the pitfalls and disadvantages associated with the use of SMS as a marketing communication tool.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• SMS as a marketing communication tool
• Objectives of marketing communication campaigns
• Design and implementation of SMS advertising campaigns
• and Challenges and disadvantages of SMS advertising.

Keywords

Short Messaging Service (SMS), HLL, Reebok, Sony, NDTV, Aaj Tak, Brand Awareness, Brand Loyalty, Customer Needs, Mobile Commerce, RPG Group, Ceat Cricket Ratings, SMS Advertising, Viewership, M-Coupons, Cadbury, Interactivity, Indiatimes, Promotional Strategy, Customer Privacy