As a direct marketing tool, electronic Short Message Service (SMS) is
likely to surpass internet-based advertising before the end of 2006. This
article profiles heavy and light consumer acceptors of SMS direct
advertising texts and SMS direct marketing prompts to watch TV programs.
The article includes empirical findings of practitioner campaign
evaluations of SMS-TV direct marketing campaigns in U.K. and U.S. markets.
The results support the view that younger consumers higher in social class
are the most willing to accept SMS direct advertising text and respond
favorably to SMS-TV integrated marketing communications. The article
closes with a call for true experiments to validate consumer acceptance
and use of SMS-TV interactive, commercial, communications via split-run
testing.