Responses of Czech Consumers Towards SMS Advertising

• Autorzy: Zdenek Linhart , Lucie Linhartova
• Języki publikacji: EN

Abstrakty

EN

The article presents information on how the SMS text messages content and information types influence the attention of receiver to advertising . Three segment of information are provided to test user attention including product brand name advertising, job offer advertising and shop name advertising. It further mentions several hypotheses and an experimental design to test these hypotheses with group of 50 SMS receivers. It concludes that SMS advertising has perceived a negative response.(original abstract)

Słowa kluczowe

EN

Mobile phone; Statistics; Advertising; Brand; Product

PL

Telefonia komórkowa; Statystyka; Reklama; Marka; Produkt

• Czasopismo: Journal of Economics & Management / University of Economics in Katowice
• Rocznik: 2012
• Numer: nr 9
• Strony: 61--68

Twórcy

autor

Zdenek Linhart

autor

Lucie Linhartova

Bibliografia

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