The existing issue and full textual content archive of this journal exists at


forty five, 1/2

Evaluating perceptions of

marketing connection



Received November 2008

Revised February 2009

Accepted May 2009

Peter J. Danaher

Melbourne Business School, Carlton, Australia, and

John Ur. Rossiter

Division of Marketing, University of Wollongong, Wollongong, Sydney


Goal – The purpose of this analyze is threefold: To compare many old and new multimedia channels in terms of a range of attributes including perceived intrusiveness, reliability, trustworthiness, convenience, and entertainment benefit. To review the recognized relative performance of alternative conversation channels regarding how a promoting proposition is evaluated by recipients and thus to establish if some stations are better than other folks for achieving engagement and persuasion. To additionally survey the senders of marketing sales and marketing communications, to examine potential differences among how senders think recipients perceive every channel and what recipients actually understand. Moreover, it truly is proposed the fact that survey always be conducted in both buyer and organization markets. Design/methodology/approach – Initially, in a survey, the programs are in comparison from the point of view of the two receivers and senders of marketing communications plus from that of consumer and business markets. Second, by using experimentally produced scenarios, the paper assesses the relative effectiveness in the 11 programs in eliciting responses to 2 typical B-to-C and two B-to-B promo offers.

Results – The paper locates that, even though e-mail is definitely well established and widely used, the traditional channels of television, a radio station, newspapers and direct mail maintain their in the past favored attributes of trust and reliability details that make these people still favored by client recipients of promoting communications, also by " tech savvy” younger buyers who employ e-mail and SMS widely. Business receivers are more accepting of e-mail marketing communications than happen to be consumers but , like consumers, they are very likely to act on an advertising offer if this comes through classic mass media or mail programs.

Originality/value – The newspaper enables advertising managers to evaluate the relative benefits of numerous marketing conversation channels.

Keywords Marketing communications, Media, Surveys, Behaviour Paper type Research conventional paper


Advertising managers in the new centuries face an extensive and different choice of mass media channels through which to send marketing communications to customers. These Euro Journal of Marketing

Vol. forty-five No . 0.5, 2011

pp. 6-42

q Emerald Group Publishing Limited


DOI 10. 1108/03090561111095586

The creators thank Down under Post to get funding the research and Roberts Research Group for important input to the design and fieldwork levels of this exploration. They also give thanks to Paddy Barwise of Birmingham Business University and Tracey Dagger of the University of Queensland pertaining to valuable feedback.

include recently and drastically the internet channel's banner advertisements, e-mail and blogs, and also mobile phone marketing and sales communications, such as text-messaging (SMS) and cell phone TELEVISION. The internet and e-mail have become an everyday part of the workplace and home lives of huge numbers of people around the globe. Texting via mobile phones is also raising (Barwise and Strong, 2002). In United states, where 80% of people older 18 and over own cellular phones and about 70 percent of teenagers aged 13 to 18 have one, 34 percent from the older group and 54 percent of teenagers sent a text message to a new phone before month ( Johnson, 2006). With the rapid and wide-spread uptake of recent electronic mass media channels, classic communications stations like tv set, mail, telemarketing, and door-to-door sales cell phone calls are expected to decline, at least to some extent. Evidence of this can be already noticeable...

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