초록

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Abstract ▼ AI-Helper

Background As smart phones have been introduced and produced rapidly since November 2009, methods of communication have also varied. Social network services such as Twitter and Facebook have became available without any restraints in terms of time and space courtesy of mobile applications availabl...

Background As smart phones have been introduced and produced rapidly since November 2009, methods of communication have also varied. Social network services such as Twitter and Facebook have became available without any restraints in terms of time and space courtesy of mobile applications available through online services such as Apple’s Appstore. From individuals to business management, the way of sharing information is faced with a new turning point, and it is Quick Response Codes (QR codes) that have arisen in response to this new marketing trend. Methods This study analyzed advertisements in Korea and elsewhere that adopted QR code as an expressive marketing element between 2009 and 2012. Furthermore, a survey was conducted to analyze how different types of QR codes affect the effect of advertisements. Results An analysis of research results shows there is a difference between different types of QR codes. Especially, creative QR codes that are different from conventional square images and iconotype QR codes that directly expose the actual image related to the brand scored high in advertisement attention, favor, and participation. Further, logotype QR code that indicate the logo or symbol of the brand scored high in advertisement effect in comparison to general QR codes, but were less effective than other QR codes with different designs. Conclusion While previous studies excluded external factors of QR codes, this study analyzed the advertisement effect of QR codes that belong to the media so that it can provide a starting point for producers to study the role and utility of QR codes in the future.

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