Communication Channels Essay

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The current issue and full text archive of this journal is available at EJM 45,1/2 Comparing perceptions of marketing communication channels Peter J. Danaher Melbourne Business School, Carlton, Australia, and 6 Received November 2008 Revised February 2009 Accepted May 2009 John R. Rossiter Department of Marketing, University of Wollongong, Wollongong, Australia Abstract Purpose – The purpose of this study is threefold: To compare many old and new media channels in terms of a range of attributes such as perceived intrusiveness, reliability, trustworthiness, convenience, and entertainment value. To compare the perceived relative effectiveness of alternative communication channels in terms of how a marketing proposition is evaluated by recipients and thus to establish whether some channels are better than others for achieving engagement and persuasion. To additionally survey the senders of marketing communications, to examine potential differences between how senders think recipients perceive each channel and what recipients actually perceive. Moreover, it is proposed that the survey be conducted in both consumer and business markets. Design/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 business markets. Second, by means of experimentally generated scenarios, the paper assesses the relative effectiveness of the 11 channels in eliciting responses to two typical B-to-C and two B-to-B promotion offers. Findings – The paper finds that, although e-mail is well established and widely used, the traditional channels of television, radio, newspapers and direct mail retain their historically favored attributes of trust and reliability of information that make them still preferred by

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