二维码外文翻译.doc

在印刷广告中二维码使用:阐明印度时尚使用内容分析1.介绍全球移动电话的普及率已经爆炸,已经触及86.7%的马克(暴徒想,2011)。高普及率是手机的商业潜力的指标,这也就不足为奇了营销人员手机感兴趣看成是一种广告媒介(Wohlfahrt,2002)。这个移动平台提供了多样化的模式,即匹配所需的通信。SMS(短消息服务),MMS(多媒体通讯服务)、移动视频、WAP(无线访问协议)等(Beschizza,2009)。甚至手机的具体特征像区域定位能力(通过全球定位系统和细胞的起源),普遍、直接、可测性和交互性支持手机在营销传播中的应用(鲍尔et al .,2005;Haghirian et al .,2005)。此外,在过去的几年中,手机在日常生活中得到了越来越多的重要性的消费者因此这使得营销人员最简单的方式与他们交流(Pelu Zegreanu,2010)。当然,这些进步有注意人员和营销人员对各种类型的基于手机的营销策略(Wohlfahrt,2002;Trappey伍德赛德,2005;戴维斯和Sajtos,2008)。这样的营销战术工具快速响应代码,通常缩写为二维码(参见图1),二维码是2维条形码(数据矩阵)旨在被智能手机摄像头扫描,结合条形码解码应用程序(Denso-wave,无日期)。各种这样的应用程序可以像QuickMark、Scanlife RedLaser,i-nigma,QRreader将用户连接到一些特定的电子内容像一个网站,一个电子邮件地址,支付系统,短信,一个注册表单等等。(无人看顾,2012;Bisel,2012)。二维码被日本电装波第一概念化,1994年在日本丰田子公司。正常的条形码信息存储在只有一维(横向)和严重限制在他们可以包含的数据量。日本电装波开发这个二维码的方式持有信息两个维度(横向和纵向);因此二维码能够积累更多的信息比一个正常的10倍条形码(Denso-wave,无日期)。此外,QR码支持快速和方便的跟踪车辆,因为他们可以以非常高的速度扫描以极大的缓解(冈崎et al .,2012)。目前,各种版本的QR码(从版本1 - 40)都是免费的与解码应用程序(Denso-wave,无日期)。2.二维码在市场营销除了二维码的效率在汽车行业,营销人员后来开始意识到,二维码的功能可以被转移到营销领域即与客户潜在的连接很容易和迅速的(二维码快速的部分),并鼓励客户参与(二维码的一部分)的响应。因此QR码在2011年成为商业化,随着电信行业的发展和智能手机(Denso-wave,无日期)。今天最无处不在的营销趋势之一是使用QR码特别是日本、美国和西欧。进一步,智能手机应用的普及(几乎所有有条形码扫描功能),它们正在迅速获得流行在亚洲特别是在印度,韩国和印尼(肯特普拉,2012;2012)。QR码是开放日本电装波没有专利,这意味着工具来生成和扫描QR码解码都是免费的。这使得营销人员能够轻松实现他们的活动和支持消费者扫描这些活动中所使用的代码(麦特,2011)。除了它之外,几个二维码的固有特征使它成为一个潜在的营销传播的工具。QR码是omindirectional可校验的即与条形码;他们可以从任何角度在360度扫描由于位置检测模式的三个角落代码从而为消费者提供进一步放松。也许最有益的属性的QR码是他们的互动功能。智能手机的点击一个按钮,二维码允许消费者与广告他们查看交互比提出了一种完全不同的形式的媒体和广告此前只有视觉和触觉功能,成为数字和互动在几秒钟内(帕特尔,2012)。二维码的另一个有趣的属性是纠错能力这意味着数据可以恢复即使二维码受损高达30%。QR码也提供了更大的通用性营销人员,因为他们可以扩大规模大小的广告牌或最小化的邮票(QRCodedotcom,2011)。此外,QR码使营销人员跟踪扫描的数量在每个代码和识别whichmedium扫描。这个特性无疑是一个伟大的援助(尽管可能限制限制概括性的推论除了智能手机用户)在衡量营销人员密集的消费活动和分析各种广告媒介的有效性(帕特尔,2012)。进一步,QR码只是一个图像,它们可以印刷在任何表面上像报纸、广告牌、产品包装、传单,甚至在产品本身(Bisel,2011)。这些单色代码可以很容易地转换成“设计师”二维码(参见图2)通过添加颜色和将品牌名称和/或标志代码形象的前沿(Podfigurny,2011)。最后在他们最好的,二维码可以线上和线下世界的桥梁,作为一个二维码提供集成的可能性在线内容说一个网站和线下内容说一个报纸广告。由于这一特点,二维码支持多渠道营销的执行非常有效地(无人看顾,2012)。以上优点证明二维码可以显著提高营销投资回报率(Podfigurny 2011)QR码不是免费的缺点。一个缺点是,使用QR码,只能针对智能手机用户移动摄像头和互联网连接是一个先决条件(eHow网站,2012;马特,2012 b)。但是,真正的限制二维码是缺乏离线验证源/支持代码的能力。例如,任何人都可以轻松地生成一个虚假的二维码声称属于福特汽车。这使得二维码的应用容易滥用和欺诈。这种虚假的QR码可以发送恶意软件扫描的智能手机可以让黑客访问任何它所带来的个人信息(斯特曼,2011)。尽管如此,过去几年观察二维码使用巨大的增长在全球营销二维码的优势似乎超过了缺点。例如,从2010年1月到2010年1月,二维码扫描增加了一个巨大的4549%(丹尼尔,2011)。同样在2011年,4月和6月之间有一个活跃用户增加850%,增加400%扫描应用程序下载,和一个二维码扫描总额增加810%在128个国家(Tolliver 2011)。许多评论家认为二维码本身是非常强大的和成本效益的;但对于营销人员这仍然是一个麻烦的孩子。营销人员似乎没有明确的目标因此未能推动客户互动通过二维码(Jason,2011;汉德里,2011;kat,2012)。例如,二维码扫描直接导致网站的主页,不适合手机或QR码被放置在不恰当的地方,如在高速公路广告牌上。此外,消费者对QR码的认知水平是另一个问题如何得到一个扫描仪,如何扫描代码,期望从一个代码扫描(O reilly,2011;卡明斯,2011)。例如,只有36%的美国消费者知道或代码是什么和如何扫描(O reilly,2011)。3.研究方法这初步研究探讨了使用QR码的印刷广告,并打算强调相关的各种问题。因为没有先前的研究在这一地区完成,目标是建立试金石印度上下文信息并给出初步的见解。选择印刷媒体的原因是,它是一个工具,大多数印度的QR码被应用。等其他汽车产品形式、广告牌、目录等尚未获得可见性。提出以下研究问题:第一季度。什么产品在印刷广告经常使用QR码?Q2。如何激励与基于二维码的印刷广告?第三季度。什么类型的电子内容是基于二维码的编码印刷广告吗?第四季度。如何有效的QR码应用于印刷广告,呼吁采取行动,竞选指令,代码功能,网址缩短和移动网络优化?为了回答研究问题,采用内容分析的方法在选择的研究领域做初步探索。目的是探讨各种问题与在印度使用QR码的印刷广告。研究的目的,一个领先的印地语日报和一个领先的英语日报。选择报纸作为平面媒体的代表的原因是,首先,报纸主要在所有印刷媒体的读者(例如2011年第四季度,头号报纸读者的7倍,印度的头号杂志;国税局第四季度的11个报告,2011)。其次,顶级报纸发表每日前十名相比每周或每月出版的杂志。这使得报纸的笨重来源基于二维码的平面广告。随后,选择任何报纸的原因从印地语和英语,其次是英语,是两种最常用的语言(口语和阅读)在印度(印度时报,2010年)。选择特定的基础,这些报纸从北印度语和英语是印度读者调查(IRS第四季度11日报告,2011)。选择的两家报纸最读他们的类别,分别与1641万年和761万年的读者基础。学习的时间是2011年12月15日至2012年11月15日。QR码是全年,季节性波动的影响(例如在节日季的11月和12月,更多的平面广告出现在报纸在印度)是无效的。任何与二维码广告,出现在这两份报纸在给定的时间内扫描使用世行开发者读者V1.4.1 /三星Galaxy S II电话。每个广告的照片也保存在记录备查和交叉检查。同时编码做了广泛的内容为每个广告进行分析。重复的广告被省略,共有228个独特的二维码进行扫描。最终数据列表在SPSS 15,彻底检查任何类型的错误。4.讨论和进一步的研究二维码在广告和美国在日本很受欢迎,并逐渐在印度获得可见性。这项研究的目的是初步探索使用QR码的印刷广告在印度和与此相关的各种问题。研究采用内容分析技术获得的初步见解的领域基于二维码的推广,并通过调查结果提供了一些重要的意义。扫描QR码的各种印刷广告出现在印度的两个主要报纸,发现服装是主要的产品类别在市场推广使用QR码。其他类别使用QR码是:家庭护理产品、珠宝、电子和汽车。这些都是主要的消费品营销人员在印度和部署基于QR码的广告策略。大多数基于二维码印刷广告并不与激励。看着QR码的潜力提供货币和非货币激励非常创意礼仪(麦特,2011年)和激励的作用在获得目标顾客的注意力高度ad-cluttered移动营销环境(Bamoriya和辛格2011;曾et al .,2004),有一个巨大的机会连接基于二维码的促进和激励。这样做可能大幅提高广告效果的获得客户的关注。QR码是完全信息内容编码,所有扫描导致要么一个企业网站的品牌推广或社交网站。这里,连锁企业网站似乎并不是一个好方法在基于二维码的印刷广告。O reilly(2011)也指出,消费者一般不会找到很多价值当二维码扫描只是指导他们公司的网页。在同一条线上,海登(无人看顾,2012)指出,营销人员不应将二维码作为一个被动的进入企业网站但计划运用一种创造性方法的时候,可能会吸引潜在客户注册或获得更多参与的营销提供或公司。虽然有否认信息传播潜在的对营销人员来说非常重要,QR码提供了一个有效的方法来传播无限数量的公司或品牌信息。然而对于营销人员把巨大的机会有更多创造性的编码不同的内容取决于客户的需要(例如支付系统,已经预装好的登记表等),从而推动更高的客户互动。QRCODES IN PRINT ADVERTISING: ELUCIDATING INDIAN VOGUE USING CONTENT ANALYSIS1. IntroductionThe penetration of mobile phones worldwide has been explosive and has already touched the 86.7% mark (Mob Thinking, 2011). The high penetration rate is an indicator of the commercial potential of mobile phones and it comes as no surprise that marketers are showing interest in mobile phones as an advertising medium (Wohlfahrt, 2002). This mobile platform offers diverse modes, matching desired communication viz. SMS (Short Message Service), MMS (Multimedia Messaging Service), Mobile Videos, WAP (Wireless Access Protocol) etc. (Beschizza, 2009). Even the specific characteristics of the mobile phone like geotargeting ability (through Global Positioning System and Cell of Origin), ubiquity, immediacy, measurability and interactivity support the application of mobile phones in marketing communication (Bauer et al., 2005; Haghirian et al., 2005). Furthermore, in the past years, the mobile phone has gained more and more importance in the everyday life of consumers therefore making it the easiest way for marketers to communicate with them (Pelu and Zegreanu, 2010). Certainly, these advances have drawn attention from both researchers and marketers about various types of mobile phone based marketing tactics (Wohlfahrt, 2002; Trappey and Woodside, 2005; Davis and Sajtos, 2008). One such marketing tactical tool is the Quick Response Code, generally abbreviated as QR Code (see Figure 1). QR Code is a 2 dimensional barcode (data matrix) which is designed to be scanned by a Smartphone camera, in combination with a barcode decoding application (Denso-wave, n.d.). Various such applications are available like QuickMark, Scanlife, RedLaser, i-nigma, QRreader which connect users to some specific e-content like a website, an email address, e-coupons, SMS, a registration form etc. (Handley, 2012; Bisel, 2011). QR Codes were first conceptualized by Denso Wave, a Toyota subsidiary in Japan in 1994. Normal barcodes had information stored in only one dimension (horizontally) and were seriously limited in the amount of data they could contained. Denso Wave developed this QR Code as a way of holding information in two dimensions (horizontally and vertically); hence a QR Code was able to accumulate 10 times more information than a normal barcode (Denso-wave, n.d.). Further, QR Codes supported quick and convenient tracking of vehicles, as they can be scanned at very high speed with great ease (Okazaki et al., 2012). Currently, various versions of QR Codes (from Version 1 to Version 40) are freely available along with decoding applications (Denso-wave, n.d.).2. QR Codes in MarketingBesides QR Codes efficiency in the auto industry, marketers later began to realize that the functionalities of the QR Code could be transferred to the marketing domain i.e. the potential to connect easily and swiftly with customers on the go (the quick part of QR Code) and encourage customers engagement (the response part of QR Code). Thus QR Codes became commercialized in 2011, with the growth of telecommunications industry and Smartphones (Denso-wave, n.d.). Today one of the most ubiquitous trends in marketing is the use of QR Codes especially in Japan, USA and Western Europe. Further, with the increasing adoption of Smartphones (almost all have bar code scanning capability), they are rapidly gaining in popularity across Asia especially in India, Korea and Indonesia (Pola, 2012; Kent, 2012). QR Codes are open as Denso Wave have not patented them, which means that tools to generate and scan decode QR Codes are freely available. This enables marketers to easily implement their campaigns and to support consumers to scan the codes used in those campaigns (Matt, 2011a). Apart from it, several inherent characteristics of the QR Code make it a potential tool for marketing communication. QR codes are omindirectional scannable i.e. unlike barcodes; they can be scanned from any angle at 360 degree due to position detection patterns on three corners of the code thus offering further ease to consumers. Perhaps the most beneficial attribute of QR Codes is their interactive capabilities. With the click of a button on a Smartphone, the QR Code allows consumers to interact with the ad they were viewing in a completely different form of media than was presented to them and the ad which previously possessed only visual and tactile functions, becomes digital and interactive in a matter of seconds (Patel, 2012). Another interesting attribute of the QR Code is the error correction capability which means that data can be restored even if a QR Code is damaged up to 30%. QR Codes also offer great versatility to marketers as they can be enlarged to the size of a billboard or minimized to the size of a stamp (QRCodedotcom, 2011). Moreover, QR Codes enable marketers to track the number of scans on each code and identify whichmedium the scan came from. This feature is certainly a great aid (although with limitation of possible restricted generalizability of inferences beyond Smartphone owners) to marketers in measuring intensive consumer activity and analyzing the effectiveness of various advertising mediums (Patel, 2012). Further, as QR Codes are simply an image, they can be printed on any surface like newspapers, billboards, product packaging, leaflets and even on the product itself (Bisel, 2011). These monochrome codes can easily to be transformed into “designer” QR code (see Figure 2) by adding colors and putting the brand name and/or the logo in the forefront of the code image (Podfigurny, 2011). Finally at their best, QR Codes can bridge the online and offline worlds as a QR Code provides the possibility of integrating online content say a website and offline content say a newspaper ad. Due to this characteristic, the QR Code supports the execution of multichannel marketing very effectively (Handley, 2012). All the above benefits prove that the QR Code can significantly enhance the return on marketing investment (Podfigurny, 2011)QR Codes are not free of disadvantages. One disadvantage is that using QR Codes, only Smartphone users can be targeted as mobile camera and internet connection is a prerequisite (eHow, 2012; Matt, 2011b). But, the real limitation of the QR Code is the lack of offline ability to authenticate source/sponsor of code. For example, anyone can easily generate a bogus QR Code claiming to belong to Ford Motors. This makes the application of QR Codes vulnerable to misuse and fraud. Such bogus QR Codes can send malware into the scanners Smartphone which could give hackers access to any of the personal information it carries (Sterman, 2011). Despite this, the last couple of years observed tremendous growth in QR Code usages in marketing worldwide as advantages of QR Code seem to outweigh disadvantages. For example, from January 2010 to January 2011, QR Code scans increased by a mammoth rate of 4,549% (Daniells, 2011). Similarly in 2011, between April and June there was an 850% increase in active users, a 400% increase in scanning application downloads, and an 810% increase in total QR Code scans across 128 countries (Tolliver, 2011). Many critics opine that the QR Code itself is very powerful and costeffective; but for marketers it is still a trouble child. Marketers do not seem to have clear objectives thus failing to drive customer engagement through QR Codes (Jason,2011; Handley, 2012; Kats, 2012). For example, a QR Code scan simply lead to the homepage of a website which is not optimized for mobile phones or QR Codes are placed in inappropriate places such as on billboards on a speedy highway. Further, the level of awareness of QR Codes among consumers is another problem area - how to get a scanner, how to scan a code, what to expect from a code scan (OReilly, 2011; Cummings, 2011). For example, just 36% of US consumers know what OR Codes are for and how to scan them (OReilly, 2011).3. Research methodologyThis preliminary study explores the use of QR Codes in print advertising and intends to highlight various issues related to it. As there was no previous research done in the area, the objective was to establish touchstone information about the Indian context and give preliminary insights. The reason for choosing print media was that it is a vehicle where QR Codes are being applied most in India. Other vehicles like product forms, billboards, catalogues etc. have yet to gain visibility in this area.The following research questions were put forward:Q1. What product categories frequently use QR Codes in print advertising?Q2. How are incentives linked to QR Code based print advertisements?Q3. What type of e-content is coded in the QR Code based print advertising?Q4. How effectively are QR Codes applied in print advertising; in terms of call to action, on-campaign instructions, code functionality, URL shortening and mobile web optimization?To answer the research questions, a content analysis approach was adopted to do preliminary exploration in the selected research area. The objective was to explore various issues pertaining to the use of QR Codes in print advertising in India. For the study purpose, one leading Hindi daily newspaper and one leading English daily newspaper were selected. The reasons for selecting newspapers as representative of print media were that, firstly, newspapers are predominant among all print media in terms of readership (for example in 4th quarter of 2011, number one newspaper had 7 times more readership than that of the number one magazine in India; IRS Q411 Report, 2011). Secondly, top newspapers are published daily in comparison to top 10 magazines which are published weekly or monthly. This makes newspaper a bulkier source of QR Code based print ads. Subsequently, the reason for selecting any newspaper from Hindi and English language was that Hindi followed by English, are the two most used languages (spoken and read) in India (The Times of India, 2010). Further, the basis of selection of specific these newspaper each from Hindi and English language was the Indian Readership Survey (IRS Q411 Report, 2011). The selected two newspapers were the most read in their categories, with a readership base of 16.41 million and 7.61 million respectively.The time period of study was 15th Dec 2011 to 15th Nov 2012. As QR Codes were picked throughout the year, the effect of seasonal fluctuations (for example in festival season of November and December, higher number of print ads appears in newspapers in India) was nullified. Any advertisement with a QR Code, appearing in the two newspapers during the given time period was scanned using an WB Developer Reader V1.4.1/ Samsung Galaxy S II phone. A photograph of each advertisement was also kept in record for future reference and cross check. Simultaneous coding was done extensively for the contents to be analyzed for each advertisement. Duplicate advertisements were omitted and a total of 228 unique QR codes were scanned. Final data was tabulated in SPSS 15 and was thoroughly checked for any kind of error.4.Discussion and further researchQR Codes in advertising are popular in Japan and USA, and are gradually gaining visibility in India. The study was intended a preliminary exploration of the usages of QR Codes in print advertising in India and the various issues related to this. The study used the content analysis technique to gain preliminary insights into the realm of QR Code based promotion and provided some important implications through its findings.Scanning of QR Codes from various print advertisements appeared in Indias two leading newspapers, revealed that apparels is the product category which is predominantly using QR Codes in marketing promotion. Other categories which are using QR Codes are: home care products, jewelry, electronics and automobiles. These are all major consumer goods markete