A Comparison of the Incidence of Advertising Strategies in Business-Related Magazines

Abstract

Knowledge of services marketing has evolved over the last twenty years. However, promotion of services has not received as much attention from researchers as have other areas of services marketing, especially in the business service area. Some studies have compared advertising of services and goods, and this study seeks to add to that body of knowledge. Specifically, service and good advertisements are compared on three dimensions of advertising strategy: creative message strategy, message appeal, and executional framework. A content analysis of 515 magazine advertisements from business-related magazines found little differences in the advertising strategies between services and goods; both extensively using cognitive message strategies, rational message appeals and an informative execution style.

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