Case Code : CLMM029
Publication date : 2005
Subject : Marketing Management
Industry : Advertising
Length : 04 Pages
Price : Rs. 100
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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
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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.
The list of companies using this medium includes top FMCG companies, television channels and small enterprises.
Mobile advertising has become a viable option because of the coverage it provides. There are an estimated 17 million mobile phone users. A major percentage of them belong to the middle class and above, and can be a good target segment for the companies. The popularity of SMS among the customers is also another reason why companies choose this media...
Questions for Discussion:
1. Why are companies using mobile advertising extensively?
2. In what ways can the companies use mobile advertising in their media mix?