Symbols in service advertisements
Article Abstract:
Visual imagery in service industry advertisements are a significant factor in influencing and informing customers what they are paying for. Service oriented industries such as financial institutions rely on sets of tangible impressions to convey intangible products. Advertising firms must see the customer as an active participant in the creation of the service and not merely as a casual observer in order to attract more attention.
Publication Name: The Journal of Services Marketing
Subject: Business
ISSN: 0887-6045
Year: 1998
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International services advertising: an examination of variation in appeal use for experiential and utilitarian services
Article Abstract:
The authors empirically researched experimental and utilitarian service advertising in 11 countries and compared rational and emotional appeals and cultural differences.
Publication Name: The Journal of Services Marketing
Subject: Business
ISSN: 0887-6045
Year: 1999
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