Reports on contentanalysis research of television commercials forproducts, services and retail outlets attempting to discover whether theobjectives or strategies used differ. Uses three frameworks forevaluation of the product and service advertisements. Finds thatservices, product and retail marketers are using different advertisingstrategies. Notes that many of the differences seem to be concerned withthe heterogeneity, simultaneity and intangibility of services anddiscusses implications for managers of these findings.
Journal of Services Marketing – Emerald Publishing
Published: Mar 1, 1992