Wireless

Date of publication: January 26, 2003

Abstract:

This paper examines whether or not SMS is likely to be a 'disruptive technology' in the fields of advertising and marketing research. After an extensive programme of research the authors have concluded that it certainly has that potential as an advertising medium but is likely to remain, at present, an auxiliary research tool that will facilitate our speedy and emotionally satisfying interaction with a significant minority of the population.

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