ABSTRACT Technological advancements have created new opportunities for marketers to better reach consumers through Short Messaging Service (SMS) advertising. Businesses in Tanzania have nowadays started to target their consumers via mobile advertising. The purpose of this study was to examine consumers‟ attitudes towards mobile phone advertising: A case of undergraduate students of Sokoine University of Agriculture. The specific objectives of this study were: to establish the types of SMS advertising used by mobile network providers; to identify factors influencing the attitudes toward SMS advertising; to assess the consumers‟ reactions toward SMS advertising; and, to determine the relationship between attitudes toward SMS advertising and purchase intention. This study employed both quantitative and qualitative approaches. The study used questionnaire and surveyed 169 undergraduate students of Sokoine University of Agriculture (SUA) and 6 service delivery personnel of three mobile network providers. The data was analyzed by SPSS package (version 16) and content analytical tools. The study indicated there were different types of the SMS advertisements that mobile network providers send to their customers, among others, SMS on sports and use of the existing services. It was also found that consumers‟ attitude towards SMS advertising was positively affected by entertainment, informativeness, credibility and social role. However, it was revealed that consumers‟ attitude was negatively correlated with irritation. There was also a positive relationship between consumers‟ attitude toward SMS advertising and behavioral purchase intention. The study identified areas for further research among others, different variables should be studied to enlarge understanding of factors affecting consumers‟ attitude toward mobile marketing in Tanzanian context such as convenience and permission