SMS Advertising *

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.

Issues: » To explore the reasons behind the growing popularity of SMS and the reasons for its emergence as a media mix tool

Questions for Discussion:

1. Examine and comment on the circumstances that led to SMS becoming a popular service among cellphone users all over the world. Would you agree that the trend is nothing more than a fad and would not be able to make a major impact on the media mix strategies of marketers in future? Give reasons to support your answer.
2. Critically analyze the pros and cons of SMS advertising. Also make a comparative analysis of using this tool as against conventional media types like newspapers, television, radio, outdoor media and the Internet.
3. Discuss the various ways in which SMS advertising can be used by companies? Why do you think Indian companies were not exploiting the potential of SMS advertising even by late-2002? Which kind of SMS advertising could be more popular in a country like India? What measures should companies adopt to be able to reap the benefits associated with it?

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

*Note : This case is a simplified version of a longer case study, and is intended for learners for whom English is a foreign language. The longer version of this case study (MKTG043) is available at: http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG043.htm