Services advertising: the agency viewpoint

Services advertising: the agency viewpoint Although there is an increasing amount of research in the services advertising area, results from content analyses suggest that there is a discrepancy between services advertising theory and practice. Explores this discrepancy by interviewing creative directors in UK advertising agencies to establish their views. More specifically, the interviews examine first how the directors classify products and services and secondly how they think services should be advertised. The results reveal that the directors are not influenced by the product/service characteristics. The main influence on the creative work is the advertising objective. If any classification takes place it utilises the utilitarian/experimental divide or the involvement continuum. These exploratory findings provide an explanation for the discrepancies found in previous studies and bring into question the relevance of examining services advertising separately from advertising in general. Advertising may be one element of the marketing mix that is not influenced by service characteristics. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Services advertising: the agency viewpoint

Journal of Services Marketing, Volume 15 (2): 16 – Apr 1, 2001

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Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876040110387926
Publisher site
See Article on Publisher Site

Abstract

Although there is an increasing amount of research in the services advertising area, results from content analyses suggest that there is a discrepancy between services advertising theory and practice. Explores this discrepancy by interviewing creative directors in UK advertising agencies to establish their views. More specifically, the interviews examine first how the directors classify products and services and secondly how they think services should be advertised. The results reveal that the directors are not influenced by the product/service characteristics. The main influence on the creative work is the advertising objective. If any classification takes place it utilises the utilitarian/experimental divide or the involvement continuum. These exploratory findings provide an explanation for the discrepancies found in previous studies and bring into question the relevance of examining services advertising separately from advertising in general. Advertising may be one element of the marketing mix that is not influenced by service characteristics.

Journal

Journal of Services MarketingEmerald Publishing

Published: Apr 1, 2001

Keywords: Advertising; Service industries

References

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