Service Advertising: a Framework to its Effectiveness

Highlights the need for services advertising to receive more attention from marketing practitioners.Adapts a previously‐developed classification scheme of services for advertising. Assesses service characteristics of relevance in advertising. Develops a series of guidelines for managers seeking to develop effective services advertising.

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Year of publication:	1992
Authors:	Hill, Donna J. ; Gandhi, Nimish
Published in:	Journal of Services Marketing. - MCB UP Ltd, ISSN 2054-1651, ZDB-ID 2020791-8. - Vol. 6.1992, 4, p. 63-76
Publisher:	MCB UP Ltd
Subject:	Advertising \| Customization \| Service delivery systems \| Services marketing

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/08876049210037168 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014905487