Mortimer, Kathleen - In: Journal of Services Marketing 16 (2002) 5, pp. 460-468
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 …