Ask Question, Ask an Expert

+1-415-315-9853

info@mywordsolution.com

Ask Management Theories Expert

Attempt all the problems.

Section-A   

problem1) Unlike Sales Promotions - Advertising is a form of market communication aimed at promoting awareness and achieving long term Marketing Objectives? Examine this statement and give exs.

problem2) Differentiate between Traditional Mass Media and today’s contemporary Media?  Briefly summarize the criteria behind media choice and selection for running an advertising campaign?

problem3) describe the following models of advertising and describe how they differ from one another:

(a) Hierarchy of Effects Model

(b) AIDAS Model of Advertising

(c) DAGMAR Approach

problem4)(a) describe briefly the objectives and functions of advertising?

(b)   What are the different ways in which advertisements could be classified?

Section-B

Case Study: 

SMS Advertising - A New Media Mix Tool

SMS - A New Concept

By early 21st century, cellular telephony revolution had radically transformed the global telecommunications industry. Cellular phones offered a whole new experience to people desirous of keeping in touch with their close ones anytime, anywhere. Cell phones (or mobile phones) became more popular, largely due to the emergence of Short Messaging Service (SMS). Popularity of SMS took even industry experts by surprise, as service had always been looked down upon as a 'low-end' option offered by a cell phone. As per the findings of a study conducted about the usage of SMS across 14 countries, over 80% of cell phone users in countries like Finland, the UK and many European countries used SMS at least once a month

In Sweden, Singapore, Italy and Germany, around 75% of people used SMS at least once a month. SMS was most popular in the 'under 25 years' age group. Text messages sent across the world reached the astounding 62.45 billion per month by December 2002. According to estimates of Strand Consult1, global market for SMS doubled from $ US 7.5 billion in July 2000 to $ US 15 billion by December 2001, and was still growing at a scorching pace.

Firm expected revenues from SMS advertising to exceed those from Internet advertising in near future. Considering this huge pool of mobile-savvy customers, marketers cannot ignore the potential which advertisements directed towards SMS senders had. Therefore, was born the concept of SMS advertising - something that was to influence the media mix plans of many companies in the years to come.
Background Note

Basic concept of cellular phones originated in 1947 in the US, when researchers at Bell Laboratories got an idea of cellular communications from mobile car phone technology used by police department of the country. Though, it took over three decades for the first cellular communication system to evolve.

The public trials of the first cellular system began in Chicago during late 1970s and the first commercial cellular telephone system was launched in Tokyo. Cellular telephone services were introduced in the US in the early 1980s, and became popular within the short span of time.

By the late 1980s, cellular services were operational in many developed countries across the world. Over the years, there was the improvement in both the number and quality of services offered on account of dynamic technological advancements. There were mainly two types of cellular services offered by operators - post-paid and pre-paid.

Post paid cellular services, also called billing card services, required the customers to pay for the cellular services utilized by them at the end of a specific period (generally every month). These services also included fixed rental charges for the services provided. Pre-paid cellular services required customers to pay in advance for the services they will be using.

These cards were available in different denominations, and customer can choose one, keeping in mind his/her call requirements and budget. When customers exhausted call time they were entitled to, services were withdrawn. To attract and retain their customers, cellular companies offered a host of other services like voice mailing, chatting, Internet browsing, roaming services, call wait/hold/divert options and games. Customers can also download ring tones and logos, and receive information (horoscopes, game scores, traffic updates and weather news among others). Subscribers usually had to pay for all the above services depending on the service provider's tariff plans.

Many of the services were priced on higher side. SMS, though, was a service that was generally priced low, and in a few cases, offered free of charge as well. Simply put, SMS is a single, short message, up to 160 characters (word, numerals, alpha-numeric, or images) which could be sent from one cell phone to another...

Exploring SMS Advertising Tool

Realizing benefits SMS advertising can offer, several companies like Pepsi, Sony, Cadbury Schweppes, Coca-Cola, Heineken and Johnson & Johnson tried advertising their products through this medium.

SMS Advertising - The Future

Marketing company based in US, The Mobile Channel, conducted the survey of 1000 people regarding acceptance of SMS advertising. Approximately 94% of users were positive about choice of advertisements sent and showed that text advertising can elicit a product response of up to 28%. Even as corporate and cell phone users seemed to be rather enthusiastic about growing popularity of SMS advertising, there were a few criticisms as well.

Like many other media mix components, SMS advertising too had several pitfalls associated with its usage - primary being that of 'Spam SMS' (similar to spam e-mails, spam SMS refers to unsolicited, unwanted junk SMS that land up in a cell phone user's inbox). Commenting on this, industry observer said, "Some unscrupulous firms are bound to start sending out spam and clogging vastly bigger inbox of your futuristic phone with messages which you don’t want about services or offers you don’t need."...

problem5) Discussion problems:

a) Identify reasons behind growing popularity of SMS?

b) Examine factors responsible for its emergence as a media mix tool”

c) Do you perceive that SMS advertising option is efficient and has a good future for promoting items belonging to certain categories of industries?

Management Theories, Management Studies

  • Category:- Management Theories
  • Reference No.:- M93344
  • Price:- $100

Priced at Now at $100, Verified Solution

Have any Question? 


Related Questions in Management Theories

Assignment inventory management systemsyour sister owns a

Assignment: Inventory Management Systems Your sister owns a small clothing store. During a conversation at a family dinner, she mentions her frustration with having to manually track and reorder high demand items. She wo ...

Global supply chain managementread the 2 passages which i

Global Supply Chain Management READ THE 2 PASSAGES WHICH I GAVE IN ATTACHMENT AND GIVE ANSWERS TO QUESTIONS THIS PAPER SHOULD BE 3 PAGES IT IS SAFEASSIGN CASE STUDY FORMAT Analysis/Responses to Questions (Total of 3 sing ...

Supply chain integrationthe tui session long project is not

Supply Chain Integration The TUI session long project is not a term paper due at the end of the course. Rather, the SLP acts as a vehicle to give the topics of each module a personal, concrete expression. These modular s ...

Discussion conflict management styleafter reviewing the

Discussion Conflict Management Style After reviewing the five different types of Conflict Management Styles give an example of when you have experienced one of the styles within a group. How did it make you feel? What wa ...

Global supply chain managementthink of a product you are

Global Supply Chain Management Think of a product you are familiar with-the clothes you are wearing or the beverage you just drank or the book you are reading. Identify the challenges that would be involved in distributi ...

Research and comply with regulatory requirementsshort

RESEARCH AND COMPLY WITH REGULATORY REQUIREMENTS Short Answer Questions 1. Apart from the internet, identify two sources of information (that a business could use) to ensure compliance with the law. Explain the type of i ...

1 search the internet for information about a technology

1. Search the Internet for information about a technology called personal or home office firewalls. Examine the various alternatives, select three of the options, and compare their functionalities, cost, features, and ty ...

Written report - individual assessmentpurpose this

Written Report - individual assessment Purpose: This assessment is designed to reinforce the subject content and develop students' skills and application of knowledge of the subject content to business situations. Topic: ...

Assignment - case studyassessment taskthe goal of knowledge

Assignment - Case Study Assessment task The goal of Knowledge Management (KM) is to increase the quality of the contributions people make to their organizations by increasing their motivation: helping people to take resp ...

Shanshan zhaothe port of hueneme group 1bullintroduction

Shanshan Zhao, The Port of Hueneme (group 1) • Introduction to the Port of Hueneme (shanshan) The Port of Hueneme is a vital international niche market port on the west coast for autos, fresh produce{bananas mostly, but ...

  • 4,153,160 Questions Asked
  • 13,132 Experts
  • 2,558,936 Questions Answered

Ask Experts for help!!

Looking for Assignment Help?

Start excelling in your Courses, Get help with Assignment

Write us your full requirement for evaluation and you will receive response within 20 minutes turnaround time.

Ask Now Help with Problems, Get a Best Answer

Section onea in an atwood machine suppose two objects of

SECTION ONE (a) In an Atwood Machine, suppose two objects of unequal mass are hung vertically over a frictionless

Part 1you work in hr for a company that operates a factory

Part 1: You work in HR for a company that operates a factory manufacturing fiberglass. There are several hundred empl

Details on advanced accounting paperthis paper is intended

DETAILS ON ADVANCED ACCOUNTING PAPER This paper is intended for students to apply the theoretical knowledge around ac

Create a provider database and related reports and queries

Create a provider database and related reports and queries to capture contact information for potential PC component pro

Describe what you learned about the impact of economic

Describe what you learned about the impact of economic, social, and demographic trends affecting the US labor environmen