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The purpose of this paper is to demonstrate how to design better awareness and memory of product information using mobile coupon campaigns among those who do not redeem the coupons.

The research involves two field experiments with a Mid Western mobile marketing firm where differently designed coupons were sent out to men and women customers of a fast food chain, and non‐redeemers filled out a survey revealing how much they remembered. The research also connected their subsequent purchases a week later. The data were analyzed using ANOVAs.

Factual ad claims create better recognition than descriptive ad claims in general, but among older working people when ad is viewed in leisure situations men better remember descriptive appeals, and women factual appeals. Also the memory has no effect on purchase intentions or future purchases. In contrast, among younger students, men remember factual ad claims better than descriptive, like women, and their memory has significant effects on subsequent purchase behavior.

Selectivity hypotheses may be applied to design advertising congruity/incongruity based on tasks people are doing in different physical situations. Other limitations include some sampling error (or selectivity) and its difficulties in generalizability across industries.

Managers can build awareness using different types of ad claims depending on gender and situation among older working groups, and use factual appeals for younger groups. Among younger groups the memory of coupons can also drive subsequent purchase behavior.

The paper uncovers the value of non redeeming customers in m‐coupon campaigns, and identifies how to target and design campaigns to best extract that value.

In recent years, professional service organizations have begun to successfully implement various sales promotion techniques, and potential customers are responding favorably to such promotions. This exploratory research examined the impact of sales promotions on consumer attitudes and intentions. More specifically, the influence of coupon face value on service quality expectations, perceived purchase risks, and purchase intentions was examined. The results indicate that while coupons positively impact the purchase intentions of dental services, the positive impact was negated by negative impacts on service quality expectations and perceived purchase risk. Further results and implications of the study for professional services are addressed.

The purpose of this paper is to investigate how a redemption reward program of credit card works in China. The study also seeks to assess Chinese credit card users' level of awareness about the reward‐point programs. Additionally, the factors affecting the redemption of reward points, one customer loyalty program used by many credit card issuers worldwide, are also identified.

A telephone survey and a followed regression analysis were conducted in five major cities in China with more than 400 samples.

Lack of awareness about the reward points programs and the redemption procedure was shown. Low customer awareness about point‐based reward programs and, not surprisingly, low redemption rates were also discovered. The important conditions positively affecting redemption of reward points were found to include awareness of the reward point program, a positive attitude about the incentives, and average frequency of credit card usage. Also, redemption rates were higher for cards that had been issued more recently. Moreover, redemption behaviors and credit card usage habits may be changed in time of financial crisis.

Awareness of reward points programs, redemption procedure, and benefits of redemption of reward points should be increased by better and more effective communication strategy, provided by credit card marketers, to customers or potential customers.

The lower‐middle class market segment in China is studied to provide background information regarding behavior towards credit card reward programs in the banking industry. Additional information is provided towards marketing managers who hold the responsibility of promoting their usage and rewards.

This paper aims to identify the factors affecting the redemption of reward points, a form of customer loyalty program used by many Chinese credit card issuers. In addition it also assesses Chinese credit card users' level of awareness about the reward‐point programs.

A total of 401 telephone surveys were conducted in five major cities in China in 2007. Regression analysis was also conducted in the exploratory study.

Results show both low customer awareness about point‐based reward programs and, not surprisingly, low redemption rates. More specifically, lack of awareness about the reward points programs and the redemption procedure was shown. The important conditions positively affecting redemption of reward points were found to include awareness of the reward point program, a positive attitude about the incentives, and average frequency of credit card usage. Also, redemption rates were higher for cards that had been issued more recently.

The paper suggests that credit card marketers could communicate with their customers more effectively in order to spread and reinforce awareness about point‐based reward programs and encourage them to experience their benefits.

The study provides an original insight into an important element of consumer behavior with credit card reward programs in the banking industry serving a lower‐middle‐income segment in a developing region such as China. Guidance is also offered for marketing managers responsible for promoting credit card usage and reward programs.

The purpose of this paper is to use current loyalty market landscape data to examine differences in loyalty‐program participation among key consumer segments.

Using data from the Loyalty Census research study conducted by COLLOQUY (JCM v24i5), this paper applies the information to six demographic segments of high interest to loyalty‐marketing practitioners – affluent, young adult, senior, core women, emerging Hispanic, and general adult – to determine rends related to participation, needs, redemption, and satisfaction.

The paper identifies the emergence of underserved and important demographic segments looking for attention in the world of loyalty marketing. The paper also establishes the new battlegrounds for loyalty programs in regards to rewards and redemption. Finally, the research reveals fresh strategies for marketers designing loyalty offerings.

Personalization is key to driving participation in contemporary loyalty marketing programs. Companies must identify the individual and tailor rewards, offers and benefits ‐ constructing a “difference engine” to serve all markets, build advocacy, retention and return on investment.

The paper further deconstructs the current loyalty marketing landscape and spotlights budding demographic segments previously overlooked or understudied. The text derives ten concrete suggestions from the data for building successful loyalty programs in today's changing market.

The purpose of this paper is to examine the differential effects of location‐based mobile advertisements on men and women in work leisure situations.

The study conducted was in a scenario based experimental design in the 2×2×2 ANOVA format. Independent variables included: Type of locations (private/public); Situations (work/leisure); and Gender (male/female). Dependent variables included Perceptions and Behavioural intentions.

Recent findings often indicate that men are more receptive to location‐based ads (LBA) than women. However, in this paper the authors show that in some circumstances women are more favourable to the same mobile LBAs than men because both women's and men's reactions depend on specific location and task situations.

Based on these findings, managers will be able to better target ads to specific genders in different locations and situations, thus maximizing the relevance of the ads, click through rates and affect cost per thousand impressions.

There has been little research on how men versus women react to LBAs based on their orientation towards different situations at hand. This research illustrates what differences exist in their perceptions of LBA and why.