...Anna-Greta Nyström; Karl-Jacob Mickelsson The paper is conceptual in nature and applies service logic (SL) and customer engagement to reconceptualize digital advertising and selling. The authors present digital advertisements and digital media content as elements that contribute...

...Vai Shiem Leong; Sally Hibbert; Christine Ennew This study uses a means-end theory (Gutman, 1982) and argues that service advertising effectiveness can be improved by deploying visualization strategies (Berry and Clark, 1986) designed to help consumers envisage links to the value that they hope...

...Young-A. Song; Hongmin Ahn; Yongjun Sung Purpose – This paper aims to examine whether culture impacts the execution of financial services advertising (FSA). Specifically, this study investigates how cultural values are reflected in FSA by comparing magazine ads in the USA and Korea. Design...

...Astrid L. Keel; Brian Bourdeau Purpose – The purpose of this study is to investigate whether different types of service firms, experience-based or credence-based, benefit equally from the prescription to increase advertising during recessions. Design/methodology/approach – The research...

...Taejun (David) Lee; TaiWoong Yun; Eric Haley Purpose – This research aims to examine the effects of financial services advertising disclosures by pairing a content analysis documenting how mandatory financial disclosures are presented in mutual fund advertisements with a between-subjects...

... in traditional forms of advertising have also generally declined in recent years due to media fragmentation, elevated media prices, and the diffusion of advertising blocking technologies (Marsden, 2006). In response to the confluence of these influences, an increasing number of service firms now disguise some...

...Taejun (David) Lee; Wonjun Chung; Ronald E. Taylor Purpose This paper aims to investigate how the US financial services organizations (FSOs) provided marketing information and the way they strategically used various appeals through their advertising before and during the current financial crisis...

...Jean‐Marc Décaudin; Denis Lacoste Purpose The objective of this paper is to study the relevance of a specific approach to services advertising by testing the absolute and relative impact of the product/service variable on advertising strategy. Design/methodology/approach A content study...

...Elten Briggs; Timothy D. Landry; Ivonne M. Torres Purpose The primary goal of this study is to examine how services advertising strategy relates to the prevalence of minority portrayals in magazine advertisements. Design/methodology/approach The paper uses a content analysis method. Over 1,000...

...Kenneth E. Clow; Robert E. Stevens; C. William McConkey; David L. Loudon Purpose The purpose of this study is to examine the attitude of accountants towards advertising and to investigate changes in attitude that may have occurred between 1993 and 2004. Design/methodology/approach Data were...

...Kathleen Mortimer Purpose The purpose of this paper is to identify the components that make up an effective service advertisement. Design/methodology/approach This is achieved by examining a sample of service advertisements that have been recognised for their success. The advertisements...

...Kenneth E. Clow; Karen E. James; Kristine E. Kranenburg; Christine T. Berry Purpose The purpose of this paper is to investigate the relationship of the visual element in a print advertisement to service quality expectations and to the source credibility score when a model or spokesperson is used...

...Ricky Y.K. Chan; T.K.P. Leung; Y.H. Wong Purpose The purpose of this study is to explore how different types of environmental claims may affect the communication effectiveness of environmental advertising. Two two moderating variables include the perceived eco‐friendly image of the originating...

... products that are congruent with their own self‐concepts (e.g. Sirgy and Samli, 1985 ; Sirgy et al., 1991 , 1997), the congruency between service providers and customers takes on additional importance. © Emerald Group Publishing Limited 2005 Services marketing Advertising...

...Rachel Smith; Alan J. Bush The debate over how services should be advertised and communicated has raged on for decades. Much of the early work on services emphasized the use of tangible cues and was primarily issue and/or profession specific. There are no real communication guidelines...

... nine new ways to create and promote services. The extranet © MCB UP Limited 2002 Services marketing Promotion Electronic commerce Internet Advertising The Internet that we know today has grown out of the US Department of Defense’s 1969 ARPANET, a network of four computers...

.... © MCB UP Limited 2002 Services marketing Intangible assets Marketing communications Advertising Consumer behaviour An advertisement from Aprisma, an IT infrastructure technology firm, shows a large photo shot of a ten‐year old boy in baseball gear sitting on the curbside...

...Stephen J. Grove; Les Carlson; Michael J. Dorsch 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...

...Kathleen Mortimer This paper examines two fields of research, services advertising theory and advertising theory. These two areas would seem to be obvious stable‐mates, yet an overview of the literature identifies very little commonality. The paper explores the reasons for this disparity...

...Hae‐Kyong Bang; Young Sook Moon This study assesses the level to which services advertisers follow guidelines for effective services advertising suggested by prior academic literature. The study analyzes George and Berry’s five guidelines for effective services advertising strategies and Berry...