Efficacy of Ads with Short Message Service (SMS) Copy

Abstract

Although text message argot has permeated all digitally based written communications, its efficacy in ads—especially ads embedded in video games—is unknown. To help close this research lacuna, we develop two between-subject experiments grounded in distinctiveness theory and communication trust theory. The results suggest that ads with SMS-type copy outperform ads with traditional copy on viewers’ responses about ad novelty, attitude toward the ad, attitude toward the brand, emotions toward the ad, perceived brand trust, ad persuasiveness, and intent to purchase the advertised brand.