Abstract
Mobile Advertising, a wireless media, acts as an advertising tool for promoting goods and services. The mobile phone is no longer just a communication tool since it has also become a commercial channel of products and services. Many companies are currently using mobile Advertising as a potential marketing tool and have a profound influence on day-to-day business activities. So the present work is to study the attitude and behaviour of mobile phone users toward SMS ads and their effectiveness as an advertising tool for various products and services. The primary data was collected using a questionnaire consisting of demographic factors and other factors like entertainment, credibility, and monetary benefit relevant to this study. The collected data was analyzed using Statistical tools. The results show that most of the respondents favour receiving SMS ads if their preferences are taken into consideration. Their attitude was favourable if advertisements were sent with permission which implies that permission-based advertising is a major mechanism in the field of mobile phone advertising.
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