Promoting customer contact people: a key difference in service and product advertising

Employs content analysis of advertisements for both products and services in 13 major newspapers. Seeks to understand how advertising information on service providers is integrated into service advertising strategy. Suggests that service advertising is far more likely than product advertising to con...

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Bibliographic Details
Published in:The Journal of services marketing 1993-01, Vol.7 (1), p.4-12
Main Authors: Abernethy, Avery M, Butler, Daniel D
Format: Article
Language:English
Subjects:
Advertising
Consumers
Consumption
Content analysis
Customer services
Employees
Illustrations
Marketing
Print advertising
Purchasing
Quality of service
Service industries
Statistical analysis
Strategy
Studies
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Summary:Employs content analysis of advertisements for both products and services in 13 major newspapers. Seeks to understand how advertising information on service providers is integrated into service advertising strategy. Suggests that service advertising is far more likely than product advertising to contain information about contact people. Offers ways of improving the advertising strategy of service marketers.
ISSN:0887-6045
2054-1651
DOI:10.1108/08876049310026051