"Five appeals with different involvement were sent to sample of respondents by SMS. Product placement law enabled us to send these unrequested SMS to students. Requests for further information were required in the text of each SMS. The direct response advertising was simulated by this research. Respondents have shown different irritation resembling curve of technology adoption cycle. The least irritated participants denied that they have received any message while respondents on the opposite extreme protested against spam SMS. The majority of respondents could recall part of the message content with help of questions. The number of calls for further information was not statistically significant." . "advertising, response, direct, SMS, adoption"@en . . "Responses of Czech consumers toward SMS advertising" . "165275" . "Five appeals with different involvement were sent to sample of respondents by SMS. Product placement law enabled us to send these unrequested SMS to students. Requests for further information were required in the text of each SMS. The direct response advertising was simulated by this research. Respondents have shown different irritation resembling curve of technology adoption cycle. The least irritated participants denied that they have received any message while respondents on the opposite extreme protested against spam SMS. The majority of respondents could recall part of the message content with help of questions. The number of calls for further information was not statistically significant."@en . . "Responses of Czech consumers toward SMS advertising"@en . . . . . "Linhartov\u00E1, Lucie" . "RIV/27266150:_____/12:#0000037!RIV13-MSM-27266150" . "1"^^ . . . . . "Linhart, Zden\u011Bk" . . "Responses of Czech consumers toward SMS advertising" . . "RIV/27266150:_____/12:#0000037" . "Responses of Czech consumers toward SMS advertising"@en . . . "N" . . "2"^^ . . "[675B4EC68D9C]" . .