1) The document summarizes a study that compares perceptions of different marketing communication channels among consumers and businesses. 2) It finds that while newer digital channels like email and SMS are widely used, traditional channels like TV, radio, newspapers and direct mail are still perceived as more trustworthy and reliable sources of information. 3) Younger consumers and business receivers are more open to email marketing than older groups, but all groups are still more likely to act on offers received through traditional mass media or mail channels.