Measuring intangible effects of m‐coupon campaigns on non‐redeemers
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 18 October 2011
Abstract
Purpose
The purpose of this paper is to demonstrate how to design better awareness and memory of product information using mobile coupon campaigns among those who do not redeem the coupons.
Design/methodology/approach
The research involves two field experiments with a Mid Western mobile marketing firm where differently designed coupons were sent out to men and women customers of a fast food chain, and non‐redeemers filled out a survey revealing how much they remembered. The research also connected their subsequent purchases a week later. The data were analyzed using ANOVAs.
Findings
Factual ad claims create better recognition than descriptive ad claims in general, but among older working people when ad is viewed in leisure situations men better remember descriptive appeals, and women factual appeals. Also the memory has no effect on purchase intentions or future purchases. In contrast, among younger students, men remember factual ad claims better than descriptive, like women, and their memory has significant effects on subsequent purchase behavior.
Research limitations/implications
Selectivity hypotheses may be applied to design advertising congruity/incongruity based on tasks people are doing in different physical situations. Other limitations include some sampling error (or selectivity) and its difficulties in generalizability across industries.
Practical implications
Managers can build awareness using different types of ad claims depending on gender and situation among older working groups, and use factual appeals for younger groups. Among younger groups the memory of coupons can also drive subsequent purchase behavior.
Originality/value
The paper uncovers the value of non redeeming customers in m‐coupon campaigns, and identifies how to target and design campaigns to best extract that value.
Keywords
Citation
Banerjee, S., Poddar, A., Yancey, S. and McDowell, D. (2011), "Measuring intangible effects of m‐coupon campaigns on non‐redeemers", Journal of Research in Interactive Marketing, Vol. 5 No. 4, pp. 258-275. https://doi.org/10.1108/17505931111191483
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited