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

Majorfield supply change management writingthree-pages

MAJOR/FIELD: ''SUPPLY CHANGE MANAGEMENT'' WRITING Three-pages paper single space on the following Supply Chain Topics: Did Toyota an auto manufacturing company benefit from implementing JIT? Is Tesla benefiting from Supp ...

1 who is responsible for risk management in an

1. Who is responsible for risk management in an organization? 2. Which community of interest usually takes the lead in information asset risk management? 3. Which community of interest usually provides the resources used ...

1 public relations pr are the practice of good-quality

1. Public relations (PR) are the practice of good-quality communication between a company and the public. Conduct research to locate an effective example of public relations and an ineffective example of PR. Provide your ...

The fine garments company sells fashion clothing the

The Fine Garments Company sells fashion clothing. The forecasted annual demand for their premium leather jacket is 2,000. The order-processing cost per order is $40, and the inventory holding cost is $35/item/year. How m ...

What is the common name for nist sp 800-14 what is the

What is the common name for NIST SP 800-14? What is the document's purpose? What resources does it provide? What are the common names for NIST SP 800-53 and NIST SP 800-53A? What is the purpose of each document? What res ...

1 a is an example of a first-line managera shift managerb

1. A ________ is an example of a first-line manager. A. shift manager. B. division manager. C. store manager. D. regional manager. 2. Establishing strategies for achieving organizational goals is a part of the ________ f ...

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: ...

Each question must be a minimum of 200 words each question

Each question must be a minimum of 200 words. Each question should have a minimum of 1 scholar source for a total of 4 sources minimum. Cite sources in APA format. 1. In your opinion; what are the pros and cons of global ...

Imagine your manager has requested that everyone in the

Imagine your manager has requested that everyone in the company take the StrengthsFinder test. Now, your manager has asked you to put together a training tool on how to best coach and develop employees in the decision ma ...

1 explain the following termsstrategic planningcustomer

1. Explain the following terms: Strategic Planning Customer Focus 2. What are the three theories of discrimination. List all three under Title VII of the civil rights act? 3. Explain Job analysis and Job description in y ...

  • 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