SMS Advertising - A New Media Mix Tool
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(Case Code: MKTG043) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG043 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemesAdvertising and Promotion |
| Case Length |
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9 Pages |
| Period |
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2000 - 2002 |
| Pub Date |
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2003 |
| Teaching Note |
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Not Available |
| Organization |
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Varied |
| Industry |
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Cellular Telephony |
| Countries |
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Abstract:
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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.
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Issues:
» To explore the reasons behind the growing popularity of SMS and the reasons for its emergence as a media mix tool
Contents:
Keywords:
Emergence, Short Messaging Service, SMS, cellphone, subscribers, media mix tool, marketers, 1990, 21st century, mobile telecommunication, advertisers, companies, SMS advertising
SMS Advertising - A New Media Mix Tool
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