SMS Ads and their Advertising Value

Short Message Service’s (SMS) worldwide spread and its increasing popularity has created a suitable ground for advertising goods and services and linking market directly to the final consumers without any constraints in terms of time and location. The present research aims to add to the advertising and effectiveness value of this modern medium of advertising and identify factors reducing bothering components of Mobile advertisement for cell phone users. A model consisting of four factors affecting the disruptive aspects of promotional ads, i.e. personal relevance, source credibility, permission and frequency of exposure, is proposed. This study was carried out on a pilot basis through a survey of 240 cell phone users in Iran who were sent messages by the researcher. The findings indicate that, except for the “frequency of exposure”, the other three factors had a significant effect on reducing the bothering aspect of promotional cell phone short messages. Furthermore, the advertising value of advertising messages was low before users.