Recall Effect of Short Message Service as a Complementary Marketing Communications Instrument - In this article a quasi-experimental study was carried out to investigate the effect of short message service (SMS) as a complementary marketing communications instrument. The findings of the study show that SMS can boost the recall effect of an advertising campaign.
| Year of publication: |
2006
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| Authors: | Wouters, Joost ; Wetzels, Martin |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 46.2006, 2, p. 209-216
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