Segmentation, involvement and the reach-engagement relationship: Evidence from a QR code advertising campaign

This paper presents a procedure that practitioners must follow before assessing the reach-engagement relationship in a "pull" campaign.

Segmentation, involvement and the reach-engagement relationship: Evidence from a QR code advertising campaign

Paolo Di Betta and Francesco Lucera

Introduction

The relationship between engagement and advertising effectiveness is so complex that it even involves the measuring process itself. In fact, one of the staples of mobile marketing is that the campaign's chance of success is improved if it is designed with an eye to measuring effectiveness (Sharma, Herzog, & Melfi, 2008), which must be conducted starting from the point of view of the campaign objectives (Karjaluoto, Lehto, Leppäniemi, & Mustonen, 2007, p. 13). Effectiveness is enhanced by engagement,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands