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Keywords: Broadcasting
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (1997) 11 (5): 344–357.
Published: 01 October 1997
...Avery M. Abernethy; James I. Gray; Daniel D. Butler Discusses how basic differences between services and products may affect advertising strategy and tactics. Examines a large number of broadcast radio adverts to study the information strategy used in service and product advertisements. Posits...
