Explores the effects of advertising in a sports arena on message recall, purchase intentions, and actual purchase …, most notably frequency of exposure to the advertising message, are positively associated with recall, purchase intentions …

Although there is an increasing amount of research in the services advertising area, results from content analyses … suggest that there is a discrepancy between services advertising theory and practice. Explores this discrepancy by … interviewing creative directors in UK advertising agencies to establish their views. More specifically, the interviews examine …

advertising. Using one of Lovelock’s typologies of services as a framework for classifying different services with respect to … implications for developing better services advertising.  …

This study assesses the level to which services advertisers follow guidelines for effective services advertising … suggested by prior academic literature. The study analyzes George and Berry’s five guidelines for effective services advertising … advertising strategies more frequently than the Korean counterparts. However, there are a few exceptions, and some of the …

This paper examines two fields of research, services advertising theory and advertising theory. These two areas would … the reasons for this disparity and proposes that the integration of general advertising models into the services … advertising literature may provide a useful underpinning for future research. To illustrate this point, the FCB grid is examined …

incomplete information to examine commonly practiced communication methods of advertising, signaling, personal sources and …