Author(s): Neelesh Gounder, Jashwini Narayan, Samantha Naidu and Tuma GreigWhat is the impact of three attributes of consumers??? Perceived Advertising Values and Attitudes (PAVA) towards SMS advertisements? Which feature(s) of an SMS advertisement persuades consumers to purchase what is advertised? What are our recommendations? To address these questions, this article discusses new insights in to the relationship between Infotainment, Credibility and Irritation, and the three attributes of PAVA; SMS advertisement features that persuade consumers to purchase what is advertised and provides solutions to marketers for improved SMS advertisements.