Measuring intangible effects of m‐coupon campaigns on non‐redeemers

Abstract

PurposeThe 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/approachThe 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.FindingsFactual 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/implicationsSelectivity 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 implicationsManagers 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/valueThe 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.