Abstract

The case examines the emergence of Short Messaging Service (SMS) used by cellphone subscribers, as a new media mix tool for marketers across the world in the late-1990s and the early-21st century. The case explains the concept of SMS as a service offered by mobile telecommunication service providers., The reasons for its popularity have also been explored. The case explains the various ways in which SMS can be used by advertisers and describes how various companies have used SMS advertising. The case also discusses the possible problems associated with SMS advertising and the ways in which these can be overcome.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Growing popularity of SMS and its emergence as a media mix tool.

Keywords

Emergence, Short Messaging Service, SMS, cellphone, subscribers, media mix tool, marketers, 1990, 21st century, mobile telecommunication, advertisers, companies, SMS advertising