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Boca company helps Wendy's launch mobile phone coupons

FROM THE ASSOCIATED PRESS:

Wendy's is about to test coupons sent to cell phones as text messages.

Customers of the nation's No. 3 burger chain who sign up for the promotion and provide their phone number will receive a discount by showing their mobile device to a Wendy's cashier.

Options Media Group of Boca Raton is running the program for Wendy's International, which is based in the Columbus suburb of Dublin, Ohio. Options Media CEO Scott Frohman says the mobile coupon campaign will have a tryout in the Northeast before a planned rollout nationwide.

Frohman says advertisers are spending more on marketing that involves mobile devices, as opposed to traditional media.

Wendy's is part of the Atlanta-based Wendy's/Arby's Group Inc.

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