Word: turchetti
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...coupon," good for free samples, to tens of thousands of young, urban women via text messages. Nearly 10% of recipients redeemed their coupons by showing the message to store clerks. That's a far higher response rate than the average 0.2% rate for e-mail ads, says David Turchetti, head of the Shanghai-based mobile-marketing firm 21 Communications. Turchetti says more than 9 out of 10 people open and read unsolicited text messages. "With e-mail ads, you're lucky if 20% do so," he says...