Comparing the Relative Impact of Services and Non-Services Advertising

Abstract

Much discussion has been offered regarding the differences between services and non-services advertisements. On the other hand, previous research provides little empirical comparison of their relative financial impact. Given the nature of the differences between services and non-services, it was expected that services advertising would be less effective. However, this study demonstrates that services (insurance) advertising was no less effective at generating sales in the short-run than non-services (automobile) advertising. In the long run, services (insurance) advertising is more effective in that its carryover is of longer duration than for non-services (automobile) advertising.

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