One traditional advertising medium is making a comeback of sorts.

The SMS (short message service) is again winning the attention of UAE-based marketers for campaigns that do not need to cost much. Advertising agency sources confirm that in the last three months, the SMS was the go-to medium for anything from announcing discounts at stores to special deals on New Year/Valentine’s Day, and even the odd property launch or two.

“The fact that a simple, straightforward message can be put out for 8-10 fils is what is making

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