Title: Efficacy of sporting event ads with textese (SMS-type copy)

Authors: Jeremy J. Sierra; Harry A. Taute; Michael R. Hyman

Addresses: Department of Marketing, McCoy College of Business Administration, Texas State University, 424 McCoy Hall, 601 University Drive, San Marcos, TX 78666, USA ' Woodbury School of Business, Utah Valley University, 600 W. University Parkway, Orem, UT 84058, USA ' College of Business, New Mexico State University, Box 30001, Dept. 5280, Las Cruces, NM 88003-8001, USA

Abstract: Although textese (SMS-type copy) has permeated much written communication, its efficacy in ads - especially outdoor and virtual ads seen during live and televised sporting events respectively - is arcane. To help close this research lacuna, we ran two between-subject experiments grounded in distinctiveness theory and communication trust theory. The results suggest that ads containing textese 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. Managerial implications and future research directions are offered.

Keywords: sports adverts; advertisments; textese; SMS type copy; communication trust theory; distinctiveness theory; sporting event ads; viewer responses; sport marketing; brand advertising; novelty; attitudes; emotions; perceived trust; persuasiveness; intention to purchase.

DOI: 10.1504/IJSMM.2013.060637

International Journal of Sport Management and Marketing, 2013 Vol.14 No.1/2/3/4, pp.4 - 22

Available online: 23 Apr 2014 *

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