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Volume 6, Issue 4
1 April 1992
Journal of Services Marketing Cover Image for Volume 6, Issue 4
Research Article| April 01 1992

Service Advertising: a Framework to its Effectiveness Available to Purchase

Donna J. Hill;
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.
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Nimish Gandhi
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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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2054-1651
Print ISSN: 0887-6045
© MCB UP Limited
1992
Journal of Services Marketing (1992) 6 (4): 63–76.
https://doi.org/10.1108/08876049210037168

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:
Advertising, Customization, Service delivery systems, Services marketing
This content is only available via PDF.
© MCB UP Limited
1992
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