QR Code: An Interactive Mobile Advertising Tool

Ela Sibel Bayrak Meydanoglu

Abstract


Easy and rapid interaction between consumers and marketers enabled by mobile technology prompted  an increase in the usage of mobile media as an interactive marketing tool in recent years. One of the mobile technologies that can be used in interactive marketing for advertising is QR code (Quick Response Code). Interactive advertising brings back some advantages for the companies that apply it. For example, interaction with consumers provides significant information about consumers' preferences. Marketers can use information obtained from consumers for various marketing activities such as customizing advertisement messages, determining  target audience, improving future products and services. QR codes used in marketing campaigns can provide links to specific websites in which through various tools (e.g. questionnaires, voting) information about the needs and wants of customers are collected. The aim of this basic research is to illustrate the contribution of  QR codes to the realization of the advantages gained by interactive advertising. 


Keywords


Interactive marketing; Interactive mobile advertising; QR code

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DOI: http://dx.doi.org/10.18533/ijbsr.v3i9.289

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International journal of business and social research (Print)
ISSN 2164-2540

International journal of business and social research (Online)
ISSN 2164-2559

[International Journal of Business and Social Research (IJBSR) previously published by MIR Center for Socio-Economic Research, MD, USA. From February 2018 this journal is published by the LAR Center Press, OR, USA]