Addressing services’ intangibility through integrated marketing communication: an exploratory study

In this study, we examined the degree to which integrated marketing communication (IMC) might be manifested in services advertising. Using one of Lovelock’s typologies of services as a framework for classifying different services with respect to their tangibility, we examined ads in each of four service product categories to assess advertisers’ efforts to address the tangibility of service offerings via IMC. We found few differences with regard to incorporation of IMC across four service types, with the exception that services advertisements that reflected tangible acts (lawn care, hairstyling) were more highly integrated than services ads for intangible acts (education, retailing, banking). Results are discussed in terms of the implications for developing better services advertising.