1 MOBILE ADVERTISING IN THE FORM OF SMS – STATUS AND POTENTIALS IN BANGLADESH Farooq Hossan * Mahmuda Akter ** Laboni Ferdous *** Keywords: Advertising, Mobile advertising, SMS advertising, campaign, two-way communication, Media. 1. INTRODUCTION A mobile advertising is a type of campaign that uses mobile phones to generate advertisement. Through sending advertisement to the users of mobile phones, a company can reach millions of ……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… * Assistant Professor, Department of Marketing, Hamdard University Bangladesh, Monshigonj and PhD student at University of Dhaka. E-mail: farooq.hossan@gmail.com, mobile: 01704593023 ** Lecturer, Department of Finance, Hamdard University Bangladesh, Monshigonj. E-mail: mahmuda.subarna@gmail.com *** Assistant Professor, Department of Business Administration, World University of Bangladesh, Dhaka. ABSTRACT This paper presents the status and potentials of SMS advertising in Bangladesh. The paper is exploratory in nature. Mobile ad is a marketing technique in which marketers try to encourage customers to buy products and services through generating and launching advertisement with the help of mobile phone. Among various type of mobile ad SMS ad is relatively low cost and cost effective. SMS has become a new medium is now makes a position in the mass media channel. The study aims at measuring the potentials of SMS ad in Bangladesh. To finalize the paper both primary and secondary data are collected and used. The study reveals that responses to SMS ad contain any product or services are very much positive. Mobile phone users give importance to SMS ad. Most of the mobile phone users have willingness to pay attention to SMS ad especially if the ad is related to profession or need. Mobile phone users also provide their affirmative position in the question of information passing to others and registration option offered by the mobile phone operator for receiving a category SMS ad. All these indicate a prospective future of SMS ad in Bangladesh.