Communication Channels

The current issue and full text archive of this daybook is available at www.emeraldinsight.com/0309-0566.htm EJM 45,1/2 Comparing perceptions of marketing confabulation transplants bastard J. Danaher Melbourne Business School, Carlton, Australia, and 6 Received November 2008 Revised February 2009 trus cardinalrthy May 2009 rear end R. Rossiter Department of Marketing, University of Wollongong, Wollongong, Australia Abstract persona The purpose of this study is threef grizzly: To liken many old and new media impart in term of a couch of attributes such as perceived intrusiveness, reliability, trustworthiness, convenience, and cheer value. To comp be the perceived congenator effectiveness of alternative communication channels in terms of how a marketing marriage offer is evaluated by recipients and thus to establish whether some channels atomic number 18 part than others for achieving engagement and persuasion. To to boot survey the senders of marke ting communications, to regard potence differences between how senders think recipients perceive each channel and what recipients really perceive. Moreover, it is proposed that the survey be conducted in both consumer and concern markets.

fancy/methodology/approach First, in a survey, the channels are compared from the perspective of both receivers and senders of marketing communications and additionally from that of consumer and headache markets. Second, by means of experimentally generated scenarios, the paper assesses the relative effectiveness of the 11 channels in eliciting responses to two usual B-to-C and two B-to-B promotion offers. Findings The paper ?nds that, although e-ma il is well open up and widely used, the tra! ditional channels of television, radio, newspapers and direct mail bear their historically favored attributes of trust and reliability of information that communicate them still preferred by consumer recipients of marketing communications, even by tech savvy younger consumers who use...If you want to get a full essay, order it on our website: OrderEssay.net

If you want to get a full information about our service, visit our page: How it works.