SMS Advertising - A New Media Mix Tool

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG043 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Advertising and Promotion
Case Length : 9 Pages
Period : 2000 - 2002
Pub Date : 2003
Teaching Note : Not Available
Organization : Varied
Industry : Cellular Telephony
Countries :


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.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


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


  Page No.
SMS - A New Concept 1
Background Note 2
Exploring the SMS Advertising Tool 5
SMS Advertising - The Future 6


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

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