Service Advertising: a Framework to its Effectiveness
Donna J. Hill
(Indiana University) is an Assistant Professor of Marketing at Bradley University, Peoria, Illinois. Her principal interests are in services marketing, customer satisfaction, and retailing.)
Nimish Gandhi
((Ph.D., Virginia Polytechnic Institute and State University) is an Assistant Professor of Marketing at Bradley University, Peoria, Illinois.)
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Abstract
Highlights the need for services advertising to receive more attention from marketing practitioners.Adapts a previously‐developed classification scheme of services for advertising. Assesses service characteristics of relevance in advertising. Develops a series of guidelines for managers seeking to develop effective services advertising.
Keywords
Citation
Hill, D.J. and Gandhi, N. (1992), "Service Advertising: a Framework to its Effectiveness", Journal of Services Marketing, Vol. 6 No. 4, pp. 63-76. https://doi.org/10.1108/08876049210037168
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited