{"id":77,"date":"2021-09-26T03:50:30","date_gmt":"2021-09-26T03:50:30","guid":{"rendered":"https:\/\/quecst.qcri.org\/blog\/?p=77"},"modified":"2021-09-26T03:52:07","modified_gmt":"2021-09-26T03:52:07","slug":"interested-in-short-form-advertising","status":"publish","type":"post","link":"https:\/\/acua.qcri.org\/blog\/interested-in-short-form-advertising\/","title":{"rendered":"Interested in Short Form Advertising?"},"content":{"rendered":"
\"Which
\u00a0<\/span>Which Message? Which Channel? Which Customer?: Exploring Response Rates in Multi-Channel Marketing Using Short Form Advertising<\/a><\/em><\/span><\/span><\/figcaption><\/figure>\n

F<\/span>ormulating short-form advertising messages with little ad content that work and choosing high-performing channels to disseminate them are persistent challenges in multichannel marketing.\u00a0<\/span><\/span><\/p>\n

Drawing on<\/span>\u00a0the persuasive systems design (PSD) model, we<\/span>\u00a0experimented with\u00a0<\/span>33,848 actual\u00a0<\/span>customers of an international telecom company.\u00a0<\/span><\/span><\/p>\n

In a real-life setting, we compared the effectiveness of three persuasion strategies (rational, emotional, and social) tested in three marketing channels (<\/span>short message service (SMS)<\/span>,\u00a0<\/span>social media<\/span>\u00a0advertising, and mobile application), evaluating their effect on influencing customers to purchase international mobile phone credits.\u00a0<\/span><\/span><\/p>\n

Results suggest that companies should send rational messages when using short-form advertising messages regardless of the channel to achieve higher response rates. Findings further show that certain customer characteristics are predictive of positive responses and differ by channel but not by message type.\u00a0<\/span><\/span><\/p>\n

Findings from crowdsourced evaluations also indicate that people noticeably disagree on what persuasive strategy was applied to these short messages, indicating that consumers are not well-equipped to identify persuasive strategies or that what advertisers see as a \u201cpure\u201d strategy actually involves elements from multiple strategies as interpreted by consumers.\u00a0<\/span><\/span><\/p>\n

The results have implications for the theoretical understanding of\u00a0<\/span>persuasive\u00a0<\/span>short-form<\/span>\u00a0commercial messaging in\u00a0<\/span>multichannel<\/span>\u00a0marketing and\u00a0<\/span>practical insights\u00a0<\/span>for\u00a0<\/span>advertising within a limited amount of space and attention afforded by many digital channels.<\/span><\/span><\/p>\n

Marzouk, O., Salminen, J., Zhang, P., and\u00a0<\/strong><\/span>Jansen, B. J.\u00a0(2021)\u00a0<\/span>Which Message? Which Channel? Which Customer?: Exploring Response Rates in Multi-Channel Marketing Using Short Form Advertising<\/a><\/em>.\u00a0<\/span>Data and Information Management<\/u>.<\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Formulating short-form advertising messages with little ad content that work and choosing high-performing channels to disseminate them are persistent challenges in multichannel marketing.\u00a0 Drawing on\u00a0the persuasive systems design (PSD) model, we\u00a0experimented with\u00a033,848 actual\u00a0customers of an international telecom company.\u00a0 In a real-life setting, we compared the effectiveness of three persuasion strategies (rational, emotional, and social) tested… Continue reading Interested in Short Form Advertising?<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[19,20,18,8,17,13],"yoast_head":"\nInterested in Short Form Advertising? - Team Acua<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acua.qcri.org\/blog\/interested-in-short-form-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Interested in Short Form Advertising? - Team Acua\" \/>\n<meta property=\"og:description\" content=\"Formulating short-form advertising messages with little ad content that work and choosing high-performing channels to disseminate them are persistent challenges in multichannel marketing.\u00a0 Drawing on\u00a0the persuasive systems design (PSD) model, we\u00a0experimented with\u00a033,848 actual\u00a0customers of an international telecom company.\u00a0 In a real-life setting, we compared the effectiveness of three persuasion strategies (rational, emotional, and social) tested… Continue reading Interested in Short Form Advertising?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/acua.qcri.org\/blog\/interested-in-short-form-advertising\/\" \/>\n<meta property=\"og:site_name\" content=\"Team Acua\" \/>\n<meta property=\"article:published_time\" content=\"2021-09-26T03:50:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-09-26T03:52:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/quecst.qcri.org\/blog\/wp-content\/uploads\/2021\/09\/short_form_advertising-300x200.jpg\" \/>\n<meta name=\"author\" content=\"Jim Jansen\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jim Jansen\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/acua.qcri.org\/blog\/interested-in-short-form-advertising\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/acua.qcri.org\/blog\/interested-in-short-form-advertising\/\"},\"author\":{\"name\":\"Jim Jansen\",\"@id\":\"https:\/\/acua.qcri.org\/blog\/#\/schema\/person\/e3bb7a0b58349e548e8940716694c215\"},\"headline\":\"Interested in Short Form Advertising?\",\"datePublished\":\"2021-09-26T03:50:30+00:00\",\"dateModified\":\"2021-09-26T03:52:07+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/acua.qcri.org\/blog\/interested-in-short-form-advertising\/\"},\"wordCount\":269,\"publisher\":{\"@id\":\"https:\/\/acua.qcri.org\/blog\/#organization\"},\"keywords\":[\"channel\",\"customer\",\"message\",\"segmentation\",\"short form advertising\",\"user studies\"],\"articleSection\":[\"Persona Analytics\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/acua.qcri.org\/blog\/interested-in-short-form-advertising\/\",\"url\":\"https:\/\/acua.qcri.org\/blog\/interested-in-short-form-advertising\/\",\"name\":\"Interested in Short Form Advertising? 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