Grove, Stephen J.; Carlson, Les; Dorsch, Michael J. - In: Journal of Services Marketing 16 (2002) 5, pp. 393-411
In this study, we examined the degree to which integrated marketing communication (IMC) might be manifested in services advertising. Using one of Lovelock’s typologies of services as a framework for classifying different services with respect to their tangibility, we examined ads in each of...