The professional act of advertising is never completed without assessing it effectiveness on brand awareness, return on investment, and audience feedback. The new pervading digital billboards have been posing some dissimilarity to audiences’ gratification and satisfaction of advertisement...

Purpose – The research investigates how consumers differ in their interpretation of advertised and “surprise” (or unexpected) next-purchase coupons as delayed rewards or immediate losses based on promotion context and coupon start date restrictions.Design/methodology/approach – Two...