Effects of mobile advertising (SMS) in Singapore.

• Main Authors: Chan, Joel Yik Yeow., Chang, Hui Yi., Peh, Jia Hong.
• Other Authors: Murfett, Ulrike Marianne
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Advertising
• Online Access: http://hdl.handle.net/10356/10419
• Institution: Nanyang Technological University

The aim of this project is to investigate whether SMS advertisements can become one of the mainstream forms of advertising in Singapore. To accomplish this aim, the following objectives were set: a) To find out consumers’ attitude towards SMS advertisements. b) To find out the level of acceptance of consumers towards SMS advertisements. c) To develop suggestions for marketers on how to effectively use SMS advertising. Our findings will hopefully shed some light on Singaporeans’ attitude and likely acceptance of SMS advertisements and if it can become one of the mainstream forms of advertising in Singapore. We also hope to make suggestions on whether companies should jump onto the bandwagon of investing in SMS advertising as part of their marketing strategy, specifically in Singapore.