Consumer's Attitude Towards SMS Advertising (A study in Nellore City, Adhra Pradesh, India)

Abstract

Information technology affects everything from daily life to contemporary business activities. In business environment, it shapes not only commerce but also the way in which companies implement their marketing strategies. While offering new marketing channels to interact with customers it is crucial to increase the sales of the company. Thus, the successful application of information technology to connect marketing applications is highly prominent. One of the advances in information technology is wireless mobile communication technology that makes the, "anytime-to-anyplace", communication possible. This technology system allows increased mobility and extended services even to remote areas. Due to wireless communication system. mobile phone users are able to access their e-mai ls, search, order and buy products and services from everywhere without computers. Besides the Internet and personal computers, the mobile phone is the key to marketers because it is extremely popular and offers people the opportunity of mobility, with the advent of data services, Short Message Services (SMS), Multimedia Message Service (MMS), Mobile Internet. etc., the mobile phone is rapidly becoming a viable commercial marketing channel.