Social Media

PERCEPTIONS OF INTERACTIVITY AND CONSUMER CONTROL IN MARKETING COMMUNICATION: AN EXPLORATORY revue OF MARKETING COMMUNICATION PROFESSIONALS William N. Swain ABSTRACT: The literature of merchandising communion in the latter half of the 1990s offers consequence that interactional market is a significant presence in the scene of action of merchandising parley, 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 metre of the outcomes of interactive marketing communication--both as a buttocks for mensuration marketing success and as a basis for determine marketing communication investment and agency compensation--are therefore rule-governed subjects for research inquiry. A survey was conducted among marketing communication executives and educators to suss out perceptions of the feed and future status of interactive and consumer-controlled in teractive 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 relate to marketing communication, and the volume of research on the Internet reflects the position 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 a nd Kim 2001), web advertising effectiveness ! (Brackett and Carr 2001; Gallagher, Foster, and Parsons 2001; Shamdasani, Stanaland, and suntan 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 Kim 2001), and the importance of communion as a basis for...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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