Annotated Bibliography

Perception of Marketing Communication

Anisha Verma
c0812000

Chanderanshu
c0822522

Kulwinder Singh
c0815014

Navdeep Kaur
c0819025

Course Number: COM3013

Course Name: Professional Communications

Instructor: Alqi Beqo

Assignment Due Date: 24 May, 2021

Shrivastava, S. (2020). EPRA International Journal of Research & Development (IJRD).

THE CHANGING PERCEPTION OF MARKETING COMMUNICATION- TOOLS

& PURPOSES: A DESCRIPTIVE STUDY, 5(11), 167–170. The author use data

from various researchers of marketing who aims to see the difference in the

perception of marketing communication with the emergence of new technology.

As the modern techniques and equipment arrives, marketing communication has

changed to a great extent. In the past years, companies across the world have

put in efforts in only one strategy to communicate with their customers i.e. Mass

Marketing. It is the highly prudent efforts to sell a product to the large chunk of

customers with the repeated advertisement. In the modern era, the perception of

marketing communication has changed from mass marketing to online

marketing, direct marketing, integrated marketing communication and new

advertising media as they are more effective and understand consumer’s better.
Zephaniah, C. O., Ogba, I.-E., & Izogo, E. E. (2020). Examining the effect of

customers’ perception of bank marketing communication on customer loyalty.

Scientific African, 8. The article explores the perception of banks marketing

communication, in this fast paced era, banks are providing second to none

services for customers. Through marketing communication, customers indicate

their loyalty. Communication is the key factor in every business field. The

authors' explained the theory by external, internal and marketing activities of

organisation brand perceptions. Therefore, the communication origins from firms'

advertising, sales promotion and personal selling. According to the author, loyal

customers become the main part of the case with Nigeriani industry because

they have competing offers. Apart from that, Advertising also plays the

fundamental role in marketing communication for providing them with the best

service. In the survey of Nigeria ,the questionnaire administered about customer

loyalty, sales promotion and direct marketing, 60% out of 100 refused and

discounted inappropriate responses.

Grudzewski, F., Awdziej, M., Mazurek, G., & Piotrowska, K. (2018). Virtual reality

in marketing communication – the impact on the message, technology and offer

perception – empirical study. Economics and Business Review, 4(18)(3), 36–50.

In marketing communication, the technology of virtual reality deals with the

innovative style which ultimately affects the behavior and product’s perception on

consumers. Through the process of virtual reality, the major aim of the report is

to discuss the phenomenon that is used in marketing communication and come

up with the ideology that how the marketing message gets affected by the

individual component‘s reception. Moreover, in particular offers and message

perceptions, the research deals with the virtual reality‘s possible impacts.

However, the researchers and the authors are trying to find out the ways that

how virtual reality does is most important in marketing communication. Also, the

research conveys that how the usage of new techniques and technologies are

affecting the whole scenario of marketing. Find out the results some of the

hypothesis are being considered which involves the experiments and

observations of the virtual reality tools which come up with the hardware,

software technology.
Kusá, A., &Záziková, Z. (2017). PERCEPTION OF MARKETING COMMUNICATION

OF SELECTED INTERNET BOOKSTORE BY READERS FROM THE

GENERATION Y TARGET GROUP. European Journal of Science and

Theology, 13(6), 239–247. There are numerous factors which shape and plan the

strategy so these factors are paramount to account while designing the strategy

of market. Firstly, it is important to consider service or characteristics of the

product, group target, competitive environment and the sector where the brand

processes. Moreover, revised marketing strategy plays important role in the

success of brand. The trend rising across sectors are the channels of online

communication for marketing purposes. Online marketing and the behavior of

Slovak online consumers are focuses by paper.

References

Grudzewski, F., Awdziej, M., Mazurek, G., & Piotrowska, K. (2018). Virtual reality

in marketing communication – the impact on the message, technology and offer

perception – empirical study. Economics and Business Review, 4(18)(3), 36–50.

https://www.sciencedirect.com/science/article/pii/S2468227620301216?via

%3Dihub

Kusá, A., &Záziková, Z. (2017). PERCEPTION OF MARKETING COMMUNICATION

OF SELECTED INTERNET BOOKSTORE BY READERS FROM THE

GENERATION Y TARGET GROUP. European Journal of Science and

Theology, 13(6),239–247. http://www.ejst.tuiasi.ro/Files/67/25_Kusa%20&

%20Zazikova.pdf

Shrivastava, S. (2020). EPRA International Journal of Research & Development (IJRD).

THE CHANGING PERCEPTION OF MARKETING COMMUNICATION- TOOLS

& PURPOSES: A DESCRIPTIVE STUDY, 5(11), 167–170.

https://eprajournals.com/jpanel/upload/1131pm_33.EPRA%20JOURNALS-

5594.pdf

Zephaniah, C. O., Ogba, I.-E., & Izogo, E. E. (2020). Examining the effect of

customers’ perception of bank marketing communication on customer loyalty. Scientific

African, 8. http://yadda.icm.edu.pl/yadda/element/bwmeta1.element.desklight-00b27ddf-

9b73-4393-a5da-8ccd3665f417