management
& marketing
Challenges for the Knowledge Society
ISSN 2069–8887
ISSN-L 1842-0206
The official journal of the
Society for Business Excellence
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Management & Marketing no. 2/2013

QR codes in print advertising: elucidating Indian vogue using content analysis
Abstract. Last couple of years observed tremendous growth in QR Code usages in advertising worldwide. But, there is lack of knowledge on orientation of QR Code usage and various trends related to it like linkage with incentives, e-content encoding etc. Further, many expert opine that current application of QR Codes in advertising is somewhat causal and ineffective. This study attempts a preliminary investigation of above issues in print media, using content analysis approach. Analysis of data collected over one year in India suggested that consumer goods marketers are predominantly deploying QR Codes; majority QR Codes are not linked to incentives and QR Codes are mainly used for informative purpose. Analysis further suggested ineffective offline and online application of QR Codes in print advertising. At last, the study gives important implications for marketers and scope of further research.
Keyword: advertising, 2D barcode, mobile marketing, QR code.
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