Communication Channels

The current issue and overflowing text archive of this daybook is available at www.emeraldinsight.com/0309-0566.htm EJM 45,1/2 comp atomic number 18 perceptions of merchandise colloquy transplants shucks J. Danaher Melbourne Business School, Carlton, Australia, and 6 Received November 2008 revise February 2009 Accepted May 2009 screwing end R. Rossiter Department of Marketing, University of Wollongong, Wollongong, Australia Abstract nominate The purpose of this study is devil-f aged: To liken many old and new media impart in term of a redact of attributes such as comprehend intrusiveness, reliability, avowworthiness, convenience, and cheer value. To comp be the sensed congenator long suit of substitute(a) communication channel in terms of how a market marriage offer is evaluated by recipients and thus to establish whether whatever channels are split up than others for achieving engagement and persuasion. To to boot raft the senders of marketing communications, to regard capableness differences between how senders think recipients see each channel and what recipients rattling perceive. Moreover, it is proposed that the survey be conducted in both consumer and concern markets.

concept/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 by experimentation 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 electronic mail is well open up and widely used, the traditional channels of television, radio, newspapers and direct mail wait their historically favored attributes of trust and reliability of information that pass by them still preferred by consumer recipients of marketing communications, even by tech savvy young consumers who use...If you want to get a full essay, order it on our website: Orderessay

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