Effectiveness of the Direct Marketing as the Promotional Element of an Enterprise

Abstract

The paper deals with standing of young population about the SMS messaging as anelement of direct marketing advertising of small and medium-sized enterprises (SMEs). This issue is of great importance for Croatian SMEs who want to be competitive with SMEs in EU who have already gradually accepted this promotional channel. First part of the article explores recent literature on the subject, and afterwards the results of the research are presented. The research shows that examined population (Students of Faculty of Organization and Informatics, University of Zagreb - FOI) is not enthusiastic about SMS advertising. But, certain potential exists because they like and easily accept innovative products and services and about third of them is still indifferent of the idea of receiving SMS ads which could be changed. This way, SMS advertising could become prosperous channel of promotion for SMEs in Croatia.