Oh that would suck – cell phone spam. We shall now christen it “cellspam”.

This is not a gray area — no legitimate advertiser or marketer with a brain would embrace a mobile phone spam advertising campaign — yet. So far, the spam text messages popping up on cell phones have been largely the work of scam artists, according to Attorney General Richard Blumenthal, who is investigating complaints about the ads.But there is no doubt that the growing list of mobile phone customers in the country is a tantalizing target for legitimate advertisers. The question, however, is how to advertise to people who have adopted not only a different technology, but arguably a different culture of communication.

Unlike television, radio, newspapers, mail and even telephones, the cell phone is unique in its exclusivity as a communication device. It allows people to be exclusively available to friends, family and authorized business.

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