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Differences Between Product and Services Television Commercials

Differences Between Product and Services Television Commercials 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Differences Between Product and Services Television Commercials

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0887-6045
DOI
10.1108/08876049210035944
Publisher site
See Article on Publisher Site

Abstract

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

Journal of Services MarketingEmerald Publishing

Published: Mar 1, 1992

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