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Advertisers turn to text messaging. Medium low in cost, high in effectiveness

Like any normal consumer, Tom Gruss was leery about the idea of a company sending promotional text messages straight to his cell phone. Who needs a bombardment of sales pitches in yet another format?

But he found one offering a heads-up about changing gasoline prices at Meijer Inc. stores benign enough to sign up, especially since he could opt out at any time. Now, he said, "I’m a fan."

"In my eyes this is an easy way of getting passive marketing and having it pan out as actual savings," the Indianapolis-area resident said.

Get ready for the inbox on your phone to fill up faster. From fast-food chains to carmakers to consumer goods manufacturers and sports franchises, more companies are adopting text messaging as a way to target consumers on the move.

By Dave Carpenter
Associated Press

Full Story: http://www.chicagotribune.com/business/chi-0609250150sep25,1,783828.story?coll=chi-business-hed&ctrack=1&cset=true

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