Segmentation, involvement and the reach-engagementrelationship: evidence from a QR code advertising campaign

Risultato della ricerca: Articlepeer review

Abstract

Thispaperpresentsaprocedurethatpractitionersmustfollowbeforeassessingthereach-‐engagementrelationshipina“pull”campaign.Itissuggestedtocheckfortheindependencebetweenthisrelationshipandthatbetweensegmentationandproductinvolvement.Ifthetworelationshipsareindependent,thensegmentationbecomeslessrelevantwhenassessingthereach-‐engagementrelationship.Otherwise,anunobservablesegmentationvariablemustbeaccountedforinthereach-‐engagementrelationship.Theseaspectsofsegmentationarenevermentionedintheextantliterature,whichtreatssegmentationin“pull”campaignsthesamewayinwhichtargetingisdesignedin“push”campaigns.Thisarticlepresentsanassessmentofacross-‐mediacampaigninwhichaQuickResponse(QR)Codethatlinkstothebrand’swebsitehasacentralroleinthenarrativeofprintmediaadvertisements.Thecontextisvoidofviralcontentandwithoute-‐commercesales.EvidenceshowsthattheQRcodehasagreatpotentialityasacommunicationagenttoincreasethenotorietyofhigh-‐involvementdurables(apartments).
Lingua originaleEnglish
pagine (da-a)30-41
Numero di pagine12
RivistaINTERNATIONAL JOURNAL OF MOBILE MARKETING
Volume8
Stato di pubblicazionePublished - 2013

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