Subject category:
Marketing
Published by:
IBS Center for Management Research
Length: 9 pages
Data source: Published sources
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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 21 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. The case is designed to enable students: (1) to be introduced to the concept of cellular telephony and SMS; (2) to explore the reasons behind the growing popularity of SMS and the reasons for its emergence as a media mix tool; (3) to examine the various ways in which SMS advertising can be used by companies; (4) to examine the moves of various companies that have used SMS advertising and to evaluate the effectiveness of the same; and (5) to discuss the future prospects of SMS advertising in the light of the various problems associated with it. The case is aimed at MBA/PGDBA students and is intended to be part of the marketing management curriculum. The teaching note does not contain an analysis of the case.
Subject category:
Marketing
Published by:
IBS Center for Management Research
Length: 4 pages
About
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 21 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. The case is designed to enable students: (1) to be introduced to the concept of cellular telephony and SMS; (2) to explore the reasons behind the growing popularity of SMS and the reasons for its emergence as a media mix tool; (3) to examine the various ways in which SMS advertising can be used by companies; (4) to examine the moves of various companies that have used SMS advertising and to evaluate the effectiveness of the same; and (5) to discuss the future prospects of SMS advertising in the light of the various problems associated with it. The case is aimed at MBA/PGDBA students and is intended to be part of the marketing management curriculum. The teaching note does not contain an analysis of the case.
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Subject category:
Marketing
Published by:
IBS Center for Management Research
Length: 4 pages