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ArticleIdentifying the components of effective service advertisements

Kathleen Mortimer2008

Article2008

Identifying the components of effective service advertisements

Kathleen Mortimer

76 citations·0/0 files stored·Journal of Services Marketing

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Marketing and Advertising Strategies Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

Purpose – The purpose of this paper is to identify the components that make up an effective service advertisement.

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References

1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1977Content Analysis in Consumer Research 1977Breaking Free from Product Marketing 1983Classifying Services to Gain Strategic Marketing Insights 1991Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity 1997Consumer Information Search Revisited: Theory and Empirical Analysis 1982An Applied Service Marketing Theory 1991Value-Expressive versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal

Cited by

2013Spreading the word through likes on Facebook 2015Effects of message appeal and service type in CSR communication strategies 2020The impact of pronoun choices on consumer engagement actions: Exploring top global brands' social media communications 2017Emotional appeals in UK business-to-business financial services advertisements 2019Redefining Rational and Emotional Advertising Appeals as Available Processing Resources: Toward an Information Processing Perspective

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Details

Year2008

Typearticle

Published2008-04-25

VenueJournal of Services Marketing

ISSN-L0887-6045

Languageen

Citations76

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1108/08876040810862859

openalex_workW1994208348

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2016Effects of Various Types of Cause-Related Marketing (CRM) Ad Appeals on Consumers' Visual Attention, Perceptions, and Purchase Intentions

2015Improving integrated marketing communications practices: A comparison of objectives and results

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