Sms Advertising

As one of the mobile marketing instrument, SMS (Short Message Service) advertising is gaining popularity in
accessing consumers through their mobile devices. The success of this advertising instrument depends largely on its
acceptance by consumers. However, little is known regarding the factors contributing to the success of SMS advertising
from customers‟ perspectives. This research aims to empirically investigate the significant factors that influence consumers
attitude towards and acceptance of SMS advertising in Jordan. A conceptual model and hypotheses are tested with a
sample of 220 Jordanian mobile phone users, and analysed quantitatively. The findings indicate that SMS informativeness,
entertainment, credibility, clarity, incentive, personalization, relevancy, as well as subjective norms have positive
significant influence on consumer attitude and acceptance of SMS advertising, whereas message irritation, brand
familiarity and consumer control have negative significant influences. Based on the results, this paper rounds off with
conclusions, recommendations for future marketing research and practice into SMS advertising.

In scope of this study “Advertisement on the Third Screen: SMS Advertising”, the reflections of the mobile phones as one of the second generation mobile communication technologies on the marketing communication and advertisement activities are examined in detail. In this respect, firstly the mobile marketing concept has been described, and the SMS (Short Message Service) technology which brought about a revolution in the communication sector has been examined. Then, the SMS technology has been examined in terms of the innovations it ensured in the marketing communication and advertisement activities. Moreover, types of SMS advertising are explained by examples. The study is concluded by giving details about the advantages and disadvantages of SMS advertisements.

Key Words: Marketing Communication, Mobile Marketing, New Communication Technologies, GSM, SMS.

Özet

“Üçüncü Ekranda Reklam: SMS Reklamcılığı” başlıklı bu çalışma kapsamında, ikinci nesil mobil iletişim teknolojilerinden olan cep telefonlarının pazarlama iletişimi ve reklam faaliyetlerine yönelik yansımaları konu edilmektedir. Bu kapsamda öncelikli olarak mobil pazarlama kavramına açıklık getirilmekte ve iletişim sektöründe devrim yaratan SMS (kısa mesaj servisi) teknolojisi, ayrıntılı bir şekilde incelenmektedir. Ardından SMS teknolojisi, pazarlama iletişimi ile reklam faaliyetlerine getirdiği yenilikler bazında ele alınmakta ve SMS reklamcılık türleri örneklendirilerek açıklanmaktadır. Çalışma, SMS reklamlarının avantaj ve dezavantajlarının detaylandırılması ile son bulmaktadır.

Anahtar kelimeler: Pazarlama İletişimi, Mobil Pazarlama, Yeni İletişim Teknolojileri, GSM, SMS.