Yeou, Ignatius Tan YihMahidol University. International College. Business Administration Division.2015-06-242018-04-102015-06-242018-04-1020152008Executive Journal. Vol.28, No. 4 (2008), 113-123https://repository.li.mahidol.ac.th/handle/123456789/10512To date, the cellular or mobile phones had dramatically impacted on our daily lives. The mobile phone had not only changed the way of communications but also the manner of which to communicate. Youths, especially teenagers, who had being exposed to the mobile phone services, are using more and more text and multimedia messaging services than compared to a decade ago. Even young adults are getting into the game. Nevertheless, such activities had not escaped the notice of marketers and advertisers alike. Thus, this research set out to explore the preferred exposure rate and acceptance level of mobile advertising together with the opinions of consumers toward such advertising efforts. On the onset, this qualitative investigation had been geared towards a more quantitative study in an attempt to discover if mobile advertising would be a curse or blessing for such consumers. As such, from the findings it was shown that though consumers welcomed such forms of advertising, they were apprehensive about being overly overwhelmed by the advertisements. In that respect, the research concluded that consumers neither viewed mobile advertising as a curse or blessing but rather that moderation would be much favored. Afterall, as the saying goes “too much of a good thing is not always good for you”.engMahidol UniversitySMS/MMSAdvertisingUsageArticleKing Mongkut’s University of Technology Thonburi (KMUTT)