The future in advertising is the merging of the offline advertising world with the online world. L’Oreal will be taking this step in the very near future. This article in Advertising Age discusses how print  ads, promotions, and in-store materials will have a 2-D barcode that consumers can scan that will take them straight to the e-commerce site to purchase the item. This technology represents the pinnacle of direct response marketing since every marketing item L’Oreal produces will allow consumers instant mobile shopping.

Discussion Questions:

  1. What are your thoughts about L’Oreal’s direct-response tags?
  2. Do you think this strategy will boost sales for L’Oreal? Why or why not?
  3. Would you agree this technology allows a brand to merge the offline advertising world with the brand’s online world? Why or why not?
  4. If you had this app on your phone, would you use it for mobile shopping? Why or why not?

About Dr. Ken Clow

Co-author of textbook.

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