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| Author: | Danaher, P. J. Rossiter, J. R. |
| Title: | Comparing perceptions of marketing communication channels |
| Journal: | European Journal of Marketing
2011 : VOL 45:1/2, p. 6-42 |
| Index terms: | marketing channels communication surveys attitudes |
| Language: | eng |
| Abstract: | The purpose of the paper is to compare old and new media channels, to compare the perceived relative effectiveness of different channels and to study differences in how senders believe recipients perceive each channel and how the recipients really perceive them. The survey is conducted in both business and consumer markets. According to the results, at the side of the well-established e-mail, the traditional channels such as TV, radio and newspapers still retain their value in consumers' minds due to their trustworthiness and reliability. The value of the paper is in demonstrating the relative effectiveness of different marketing channels. |
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