Radio advertising information strategy: differences between services and products

Discusses how basic differences between services and products may affect advertising strategy and tactics. Examines a large number of broadcast radio adverts to study the information strategy used in service and product advertisements. Posits that the information commonly used in adverts for service...

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Bibliographic Details
Published in:The Journal of services marketing 1997-10, Vol.11 (5), p.344-357
Main Authors: Abernethy, Avery M, Gray, James I, Butler, Daniel D
Format: Article
Language:English
Subjects:
Advertising
Broadcasting
Consumers
Consumption
Customer services
Direct labor costs
Information control
Marketing
Media
Prices
Product choice
Product differentiation
Quality standards
Radio advertising
Services
Services marketing
Strategic marketing
Studies
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Summary:Discusses how basic differences between services and products may affect advertising strategy and tactics. Examines a large number of broadcast radio adverts to study the information strategy used in service and product advertisements. Posits that the information commonly used in adverts for services and products was found to differ sharply. Presents one rationale for these information differences using concepts from the services literature. Offers suggestions for improving broadcast advertising effectiveness for service marketers.
ISSN:0887-6045
2054-1651
DOI:10.1108/08876049710176024