Abhigyan

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

An Examination of Service Advertising Effectiveness


Affiliations
1 Jaipuria Institute of Management, Indore, India
     

   Subscribe/Renew Journal


Due to their unique nature that distinguish services from goods, it is widely accepted in the academic community that services require to be advertised differently. Accordingly, specific approaches to advertise services have been proposed in literature. Set in India, this study examines the effectiveness of select service advertising execution styles: documentation, physical representation and visualisation as well as appeals in advertising services: emotional and rational. Further, type of services: experiential and utilitarian which has emerged as an important contextual factor in service advertising research has also been considered. The study findings demonstrate the effectiveness of the service advertising execution styles and appeals in terms of customer's attitude towards service provider and purchase intentions. The study also brings forth results that conflict findings of prior research mostly conducted in the U.S. and U.K. thereby showing that past research cannot be generalised to other contexts such as in India.

Keywords

Services, Service Advertising Effectiveness, Advertising Appeal, Service Advertising Execution Styles, India.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Albers, Miller. N.D., & Stafford, M.R. (1999). An international analysis of emotional and rational appeals in services vs. goods advertising. Journal of Consumer Marketing, 16 (1), 42-57.

  • Bateson, John E.G. (1979). Why we need service marketing. In Ferrell O.C., Brown S.W., & Lamb C.W (Eds) Conceptual and theoretical developments in marketing, pp. 131-146, Chicago: American Marketing Association.

  • Berry, L. L. (1981). Perspectives on the retailing of services, In Ronald W. Stampfli., & Elizabeth C. Hirschman (Eds) Theory in retailing: Traditional and non traditional Sources, pp. 9-20, Chicago: American Marketing Association.

  • Berry L. L., & Clark T. (1986, October- December). Four ways to make services more tangible. Business, 36, 53-54.

  • Bowen, J. (1990). Development of a taxonomy of services to gain strategic marketing insights. Journal of the Academy of Marketing Science, 18(1), 43-49.

  • Cutler B.D., & Javalgi, R.J. (1993). Analysis of print ad features: Services versus products. Journal of Advertising Research, 33 (2), 62-70.

  • Day E. (1992). Conveying service quality through advertising. Journal of Services Marketing, 6(4), 53-61.

  • George W.R., & Berry L. L. (1981). Guidelines for the advertising of services. Business Horizons, 24(4), 52-56.

  • Gronroos, C. (2007). Service management and marketing – Customer management in service competition. New Delhi: Wiley India.

  • Grove S.J., Pickett G.M., & Laband D.N. (1995). An empirical examination of factual information content among service adverts. Service Industries Journal, 15(2), 216-233.

  • Grove, S.J., Grove, S.J., & Stafford M. R. (1997). Addressing the advertising of services: A call to action. Journal of Advertising, 26(4), 1-6

  • Hill, D.J., & Gandhi, N. (1992). Services Advertising: A Framework to its effectiveness. Journal of Services Marketing, 6(4), 63-76.

  • Hill, D.J., Blodgett, J., Baer, R., & Wakefield, K. (2004). An investigation of visualization and documentation strategies in services advertising. Journal of Service Research, 7(2), 155- 166.

  • Johar, J.S., & Sirgy, M.J. (1991). Value expressive versus utilitarian advertising appeals: When and why to use which appeal. Journal of Advertising, 20 (3), 23-33.

  • Legg, D., & Baker, J. (1987). Advertising strategies for service firms. Add Value to your Service, 163-8.

  • Lovelock, C.H. (1983). Classifying services to gain strategic marketing insights. The Journal of Marketing, 9-20

  • Lovelock C., & Wirtz, J. (2004). Services marketing: People, technology, strategy. Delhi: Pearson.

  • Mattila, A. S. (2000). The role of narratives in the advertising of experiential services. Journal of Service Research, 3(1), 35-45.

  • Mills, P. K., & Margulies, N. (1980). Toward a core typology of service organizations. Academy of Management Review, 5(2), 255-266.

  • Mittal, B. (1999). The advertising of services: Meeting the challenge of intangibility. Journal of Service Research, 2 (1), 98-116.

  • Mortimer, K. (2000). Are services advertised differently? An analysis of the relationship between product and service types and the informational content of their advertisements. Journal of Marketing Communications, 6 (2), 121-134.

  • Mortimer, K., & Mathews, B. P. (1998). The advertising of services: Consumer views v. normative guidelines. Service Industries Journal, 18(3), 14-19.

  • Mortimer, K. (2001). Services advertising: The agency viewpoint. Journal of Services Marketing, 15(2), 131-146.

  • Mortimer, K. (2002). Integrating advertising theories with conceptual models of services advertising. Journal of Services Marketing, 16(5), 460-468.

  • Mortimer, K. (2008). Identifying the components of effective service advertisements. Journal of Services Marketing, 22(2), 104-113.

  • Naidu, A. (2017). A study of effectiveness of advertising appeals and executional styles in service advertising in generating desired customer responses in India, Doctoral Dissertation, Devi Ahilya Vishwavidyalaya, Indore.

  • Padgett, D., & Allen, D. (1997). Communicating experiences: A narrative approach to creating service brand image. Journal of Advertising, 26(4), 49-62.

  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. The Journal of Marketing, 49 (4), 41-50.

  • Puto C.P., & Wells, W.D. (1984). Informational and transformational advertising: The differential effects of time. In NA - advances in consumer research, Volume 11, eds. Thomas C. Kinnear, Provo, UT : Association for Consumer Research, 638-643.

  • Services Sector in India: Snapshot' (2017). Retrieved from www.ibef.org/industry/services, accessed on September 2, 2017.

  • Shostack, G. L. (1977). Breaking free from product marketing. The Journal of Marketing, 73-80.

  • Stafford, M. B. R., Reilly, T., Grove, S. J., Carlson, L., Bhandari, R., & Copeland, J. (2011). The evolution of services advertising in a services-driven national economy. Journal of Advertising Research, 51(1 50th Anniversary Supplement), 136-152.

  • Stafford, M. R., & Stafford, T. F. (2001). Advertising the service offering: The effects of preference heterogeneity, message strategy and gender on radio advertising effectiveness. Journal of Current Issues & Research in Advertising, 23(1), 17-29.

  • Stafford, M. R., & Day, E. (1995). Retail services advertising: The effects of appeal, medium, and service. Journal of Advertising, 24(1), 57-71.

  • Stafford, M. R. (1996). Tangibility in services advertising: an investigation of verbal versus visual cues. Journal of Advertising, 25(3), 13-28.

  • Tripp, C. (1997). Services advertising: An overview and summary of research, 1980–1995. Journal of Advertising, 26(4), 21-38.

  • Unwin, S. (1975). Customized communications-a concept for service advertising. Advertising Quarterly, 44, 28-30.

  • Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services marketing: Integrating customer focus across the firm. Delhi: McGraw Hill.

  • Young, R. F. (1981). The advertising of consumer services and the hierarchy of effects. Marketing of services, 196, 199.

  • Zinkhan, G. M., Johnson, M., & Christian Zinkhan, F. (1992). Differences between product and services television commercials. Journal of Services Marketing, 6(3), 59-66.


Abstract Views: 496

PDF Views: 0




  • An Examination of Service Advertising Effectiveness

Abstract Views: 496  |  PDF Views: 0

Authors

Aditi Naidu
Jaipuria Institute of Management, Indore, India
Rekha Attri
Jaipuria Institute of Management, Indore, India

Abstract


Due to their unique nature that distinguish services from goods, it is widely accepted in the academic community that services require to be advertised differently. Accordingly, specific approaches to advertise services have been proposed in literature. Set in India, this study examines the effectiveness of select service advertising execution styles: documentation, physical representation and visualisation as well as appeals in advertising services: emotional and rational. Further, type of services: experiential and utilitarian which has emerged as an important contextual factor in service advertising research has also been considered. The study findings demonstrate the effectiveness of the service advertising execution styles and appeals in terms of customer's attitude towards service provider and purchase intentions. The study also brings forth results that conflict findings of prior research mostly conducted in the U.S. and U.K. thereby showing that past research cannot be generalised to other contexts such as in India.

Keywords


Services, Service Advertising Effectiveness, Advertising Appeal, Service Advertising Execution Styles, India.

References