Promoting customer contact people: a key difference in service and product advertising

Employs content analysis of advertisements for both products and services in 13 major newspapers. Seeks to understand how advertising information on service providers is integrated into service advertising strategy. Suggests that service advertising is far more likely than product advertising to contain information about contact people. Offers ways of improving the advertising strategy of service marketers.

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Year of publication:	1993
Authors:	Abernethy, Avery M. ; Butler, Daniel D.
Published in:	Journal of Services Marketing. - MCB UP Ltd, ISSN 2054-1651, ZDB-ID 2020791-8. - Vol. 7.1993, 1, p. 4-12
Publisher:	MCB UP Ltd
Subject:	Advertising \| Marketing \| Service

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/08876049310026051 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014905488