Social Media

PERCEPTIONS OF INTERACTIVITY AND CONSUMER CONTROL IN MARKETING COMMUNICATION: AN EXPLORATORY check up on OF MARKETING COMMUNICATION PROFESSIONALS William N. Swain ABSTRACT: The literature of merchandise communion in the latter half of the 1990s offers demonstration that interactional market is a significant presence in the scene of action of trade converse, and that control of interactional communication in some(prenominal) cases is passing into the hands of consumers. Perceptions of the development of communication interactivity, and meter of the outcomes of interactive marketing communication--both as a floor for measuring rod marketing success and as a basis for find out marketing communication investment and agency compensation--are therefore ordered subjects for research inquiry. A survey was conducted among marketing communication executives and educators to wonder perceptions of the feed and future status of interactive and consumer-controlled interacti ve marketing communication, the microscope stage of preparation for them, preferences for their measurement, and preferences for methods of compensating agencies for interactive marketing communication services. Interactivity in upstart marketing communication media poses challenges for practitioners in fields cogitate to marketing communication, and the volume of research on the Internet reflects the item that the adult male Wide Web is still in its formative stages, in terms of its effectiveness as a marketing medium. produce research examples report studies and models of sack up site effectiveness (Yoon and Kim 2001), web advertising effectiveness (Brackett and Carr 2001; Gallagher, Foster, and Parsons 2001; Shamdasani, Stanaland, and tan 2001), web site truth (Holland and Baker 2001; Schultz and Bailey 2000), analysis of the marketing process (Cho, Lee, and Tharp 2001; Coviello, Milley, and Marcolin 2001; Dahlen 2001; Gatarski 2002; Stewart and Zhao 2000; Yoon and Ki m 2001), and the importance of communion as! a basis for...If you want to get a full essay, order it on our website: BestEssayCheap.com

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