SMS ADVERTISING !!!!
PRESENTED
BY:-
• ARUNITA PALBAG
• JAGRETI THAPA
• NEHA VERMA
• SHALINI YADU
• SRITI BALA
• TOSHI SETHI
EMERGENCE
• The SMS messaging started in the 1980s when
telecommunication experts started discussing the
technical specifications of sending short
messages between mobile phones thru a
network. This would be known later as GSM
services.
These technical discussions culminated in the
sending of the first ever SMS message over
Vodafone GSM network in the United Kingdom
on December 3, 1992.
• It was said that Neil Pap worth, an engineer of Air
wide Solutions, sent the first SMS message from
his personal computer to Richard Jarvis of
Vodafone. The message was a short and sweet
"Merry Christmas".
... To celebrate fifteen years of SMS, Air wide
hosted an industry party in London on 4th th
December 2007, which included a panel
discussion on the evolution of SMS and the
future of mobile messaging.
The panel focused on what growth potential
remained in mobile messaging and how
consumers will adapt to new messaging
formats.
The applications such as mobile advertising,
mobile internet, payments and location-based
services, text messaging will continue its
growth even in a mature market.
It is the consumer who will decide which
format will be successful in fifteen years time.
“Texting teenagers are proving
more literate than ever before”
Fears that text messaging may have ruined
the ability of teenagers to write properly have been shown
to be unfounded after a two-year study revealed that
youngsters are more literate than ever before, reports the
Times Online.
"The most comprehensive comparison made of exam
papers of the past 25 years has discovered that the writing
ability of 16-year-olds has never been higher.
The two-year study found that today’s teenagers are using
far more complex sentence structures, a wider vocabulary
and a more accurate use of capital letters, punctuation and
spelling.
The study used samples from thousands of English
language examinations sat by 16-year-olds in 1980, 1993,
1994 and 2004."
GRAPHICS ON USAGE OF SMS
ON THE BASIS OF AGE GROUP:
7%
3% 2%
55%
33%
16-24
24-38
38-45
45-52
52 & ABOVE
ANSWERS….
1(A)
• INSTANT REPLY
• TIME SAVING
• AFFORDABLE
• CONVENIENT MEAN
• CONCISE & UP TO THE POINT
1(B).
WE ARE NOT AT ALL AGREE THAT SMS WOULD’NT BE ABLE
TO MAKE MAJOR IMPACT ON MEDIA MIX STRATEGIES…...
BEFORE DISCUSSING THE REASONS…..FIRST LET
US SEE WHAT IS MEDIA MIX ???
WHAT’S MEDIA MIX ???
•The entire process of strategizing, creating and
executing an advertisement is one thing.
And communicating that
advertisement to the entire target segment is
totally another aspect.
•The diverse set of tools through which advertising
communication is carried in a smooth manner is
termed as media mix.
•TOOLS:- Channels of communication through
which the advertisement is delivered to the target
market.
•The electronic, print and interactive media, which
contain a variety of sub-categories, the entire
amalgam of which establishes the media mix.
• REASONS:-
(i) MODERN TECHNOLOGY
(ii) SIMPLE TO FOLLOW
(iii) AVAILABILITY & AFFORDABLITY
(iv) MULTIPURPOSE
2(A) PROS
• Quick Response
• Cheapest way.
• Time Saving.
• Portable/Convenient mean.
• Available all time
E.g. BSNL etc.
• Affordable
CONS
• Miss using the technology.
• Limitation of text.
• Network or technical problem.
• Illiteracy.
• Service message irritate the customer.
• Area of interest.
2(B) COMPARATIVE STUDY:-
INTERNET NEWSPAPER
•RENTAL CHARGES •NOT AVAILABLE 365 DAYS
•NOT EASILY AVAILABLE
TELEVISION
RADIO
•COSTLIER
•ONLY AUDIBLE
•BULKY
•NOT CONSISTENT IN SIGNAL
•NEED POWER SUPPLY
•LIMITED IN A REGION
OUTDOOR MEDIA
3(A) WAYS OF SMS ADVERTISEMENT
USED BY COMPANY’S…..
• Mobile Banners.
• Consumer to business banner.
• Mass Broadcast.
• Two-way click banner.
• Two-way SMS.
3(B) ….BECAUSE….
• Unawareness of use of cell phone
among people.
• High tariff rates.
• Unavailablity of cell phone.
• Unaffordable
MEASURES…
FUTURE….
• There are a variety of other methods of mobile
marketing. One example is sending messages
via MMS, which is a multimedia version of SMS,
allowing customers to receive messages with
color, pictures and video.
• Digital marketing is an example of what is known
within the industry as “push” marketing. The idea
behind push marketing is that the company has to
send (push) the information to the user in order for
the material to be received. This is different to
“pull” marketing, a more unobtrusive form of
promotion, where it is customers who seek out the
content from sources such as WEBSITES or BLOGS
ANY ??????
. !! ! !
U …
N K YO
TH A