Radio advertising in information strategy: differences between services and products
Article Abstract:
The medium of radio advertising can be an important part of marketing campaigns of industries who sell services instead of products. Unfortunately, most businesses who make use of the medium do not know how to exploit its strengths or overlook it altogether favor of television ads or direct mail. Firms who employ the medium can elicit positive response from consumers by improving production values such as advertising copy and by providing adequate information about the business such as telephone numbers or addresses.
Publication Name: The Journal of Services Marketing
Subject: Business
ISSN: 0887-6045
Year: 1997
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Services advertising: a framework to its effectiveness
Article Abstract:
The unique characteristics of the service industry pose distinctive problems in formulating advertising strategies for service providers. A previously developed classification scheme of services, if adopted for advertising, may provide a solution. Four service characteristics which can be used in advertising are identified. These are intangibility, heterogeneity, inseparability/perishability and characterization as sequence of events.
Publication Name: The Journal of Services Marketing
Subject: Business
ISSN: 0887-6045
Year: 1992
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Conveying service quality through advertising
Article Abstract:
An exploratory study is conducted to assess how service providers try to impart the quality of their offerings to consumers through advertising. Five measures of service quality concerns used in selecting and evaluating firms are cited. These are reliability, responsiveness, assurance, empathy and tangibles. Results show that relatively few quality cues are communicated by service providers in magazine advertisements.
Publication Name: The Journal of Services Marketing
Subject: Business
ISSN: 0887-6045
Year: 1992
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