Theories of Marketing Communications Literature Review Chapter

Open, View, and/or
Download this Document

Total Length: 661 words ( 2 double-spaced pages)

Total Sources: 5

Page 1 of 2

Channel Comparison

It is highly important for marketing and communication specialists to be able to ascertain which media channels are the most effective for communicating with potential customers. To that end, Peter Danaher and John Rossiter's journal article, Comparing perceptions of marketing communication channels, should be read with extreme interest, as the author's undertook a fairly lengthy, well researched study project to compare a range of attributes for both traditional media as well as for emergent, technology-based media, which are vying for modern consumers' attention (Danaher & Rossiter, 2009). Additionally, the study determined whether traditional or emergent media was more effective in engaging customers, and whether or not senders of advertising information had accurate perceptions about the receivers' thoughts on the communication channels used to convey their advertising messages. A number of valuable findings were uncovered during the research, which revealed that despite the near ubiquity of emails and text messaging (Barwise and Strong, 2002), traditional media channels such as conventional mail, radio, television and newspapers were the preferred method of communication among the population sample.

Stuck Writing Your "Theories of Marketing Communications" Literature Review Chapter?

View All Our Example Theories of Marketing Communications Literature Review Chapter

Have A Custom Example Essay Written



While the methodology employed in this study was highly stratified and fairly conscientious in its planning and its execution, there were still a number of limitations, assumptions, and gaps in the procedures which may have colored the results one way or another.

The most salient of these shortcomings, of course, was in the random way in which both businesses and customers selected their preference for advertising methods. Despite there being 11 communication channels involved in a survey, participants were only able to respond to three due to limitations in the length of time during which the survey was conducted.

The options selected during this initial qualitative survey were then used to compile a list of 14 attributes to describe the 11 channels. The limited amount of choices of communication channels therefore circumscribed the list and amount of attributes, as well.

Due to a lack of funding, the authors were not able to present commercials….....

Show More ⇣

     Open the full completed essay and source list


OR

     Order a one-of-a-kind custom essay on this topic


sample essay writing service

Cite This Resource:

Latest APA Format (6th edition)

Copy Reference
"Theories Of Marketing Communications" (2011, September 04) Retrieved May 21, 2025, from
https://www.aceyourpaper.com/essays/theories-marketing-communications-45257

Latest MLA Format (8th edition)

Copy Reference
"Theories Of Marketing Communications" 04 September 2011. Web.21 May. 2025. <
https://www.aceyourpaper.com/essays/theories-marketing-communications-45257>

Latest Chicago Format (16th edition)

Copy Reference
"Theories Of Marketing Communications", 04 September 2011, Accessed.21 May. 2025,
https://www.aceyourpaper.com/essays/theories-marketing-communications-45257
   

Open, View, and/or
Download this Document
order custom essay example