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This paper examines two fields of research, services advertising theory and advertising theory. These two areas would seem to be obvious stable‐mates, yet an overview of the literature identifies very little commonality. The paper explores the reasons for this disparity and proposes that the...
Service businesses face a unique challenge: how to effectively communicate the necessarily intangible benefits of their service offering. Their attempts to tangibilize the service are often ill‐designed, making service benefits more rather than less obscure. This article presents a scheme that...
This study assesses the level to which services advertisers follow guidelines for effective services advertising suggested by prior academic literature. The study analyzes George and Berry’s five guidelines for effective services advertising strategies and Berry and Clark’s four...
A critical issue in the effective development and promotion of services is the identification of which service components are most closely related to attitude toward the service provider and repeat purchase behavior. The present study disaggregates a service (passenger rail transportation) into...
The Internet has the potential to revolutionize all kinds of business activities, including the creation, promotion, and delivery of services. In this paper, we examine the intersection of two frameworks in order to identify new opportunities for delivering and promoting services via the...
In this study, we examined the degree to which integrated marketing communication (IMC) might be manifested in services advertising. Using one of Lovelock’s typologies of services as a framework for classifying different services with respect to their tangibility, we examined ads in each of...
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