SMS is a single short message up to 160 characters that can be sent from one cell phone to another. The Internet can also be used to send SMS. MMS also can be sent on words, numerals, alphanumeric, or image format. The first SMS is believed to have sent in December 1992 from a personal computer to a mobile phone on the Vodafone GSM network in the UK. According to a BBC news report, SMS in its 21st century form took shape only in the mid-1990s. The traditional medias used by advertisers such as TV, newspaper, radio, magazine, billboard, transports, spot TV, email, mail and so one are mainly mass media, except email and mail. But SMS is really a customized media, because through this media a message can be sent directly to target markets, in a way that customers want.
Why SMS is the best?
The popularity of SMS led to the evolution of an entirely new vocabulary, that was a shorter, abbreviated form of the local language. This was essentially due to the limited space that a mobile phone offered. Thus, 'See you later' became 'CUL8R,' and 'Are You Okay?' became 'R U OK?' Smiles (or emotions) as used in messenger services on the Internet helped add the personal touch that SMS was often accused of lacking. SMS advertising is evolving as an extremely desirable method of target marketing for a range of market groups ranging in age from late-teens to middle aged. In many cases SMS advertising can be integrated into planned advertising campaigns to leverage response rates, or new campaigns can be built with SMS text messaging as the primary mechanic.