Recall Effect of Short Message Service as a Complementary Marketing Communications Instrument

M.G.M. Wetzels, Joost Wouters*

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review


A quasi-experimental study was designed to investigate the recall effect of Short Message Service (SMS) as a complementary marketing communications instrument. An experimental group (EG) was formed, consisting of people who had called an SMS number mentioned in a car brand campaign. A control group was formed using respondents who replied on a television quiz question through SMS. For both groups unaided and aided recall for two similar car brand campaigns was recorded. In campaign 1 no SMS support was used; campaign 2 was the original SMS-supported campaign. Using an omnibus chi(2) test, the data show a statistically significant effect supporting the hypothesis that SMS, as a relatively cheap complementary instrument, can boost the recall effect of an advertising campaign. Furthermore, two limitations of the study are discussed: limited control regarding respondents' exposure to the communication campaigns and the relatively long time elapsed between exposure to the campaigns and recall measurement, which necessitate further research.
Original languageEnglish
Pages (from-to)6-17
JournalJournal of Advertising Research
Issue number2
Publication statusPublished - 1 Jan 2006

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