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| Author: | Wouters, J. Wetzels, M. |
| Title: | Recall effect of short message service as a complementary marketing communications instrument |
| Journal: | Journal of Advertising Research
2006 : JUN, VOL. 46:2, p. 209-216 |
| Index terms: | marketing communication market surveys consumer behaviour brands mobile phones service |
| Language: | eng |
| Abstract: | This study investigates the recall effect of Short Message Service (SMS) as a complementary marketing communications instrument. An experimental group (EG) consisted of people calling an SMS number mentioned in a car brand campaign. A control group included respondents replying on a television quiz question through SMS. For both groups aided and un-aided recall for two similar car brand campaigns was recorded. In campaign 1 no SMS support was used. The campaign 2 was the original SMS-supported campaign. Using an omnibus X2 test, the data show a statistically significant effect supporting the hypothesis that SMS can boost the recall effect of an advertising campaign. In addition, limitations of the study are discussed. |
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