Ask any advertising guru and they will say that most effective advertising is when it has high recall value and/or call-for-action from the target audience.
Mobile advertising solves the dilemma to a large extent – target audience can be defined, advertisers’ details can be instantly saved on handsets, and contacted when required.
A UK based research has revealed that 44% of mobile users between the ages of 18 and 60, could not respond to advertising as they would have forgotten details of the advertisers. This is despite searching for the product/company. Mobile shortcodes are a great help in this scenario as mobile users are able to sent text to short codes and receive further information. (Article on the research)
Seems like the research collaborates what we have been saying so often 
