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.
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