Radio advertising information strategy: differences between services and products

Discusses how basic differences between services and products may affect advertising strategy and tactics. Examines a large number of broadcast radio adverts to study the information strategy used in service and product advertisements. Posits that the information commonly used in adverts for services and products was found to differ sharply. Presents one rationale for these information differences using concepts from the services literature. Offers suggestions for improving broadcast advertising effectiveness for service marketers.

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Year of publication:	1997
Authors:	Abernethy, Avery M. ; Gray, James I. ; Butler, Daniel D.
Published in:	Journal of Services Marketing. - MCB UP Ltd, ISSN 2054-1651, ZDB-ID 2020791-8. - Vol. 11.1997, 5, p. 344-357
Publisher:	MCB UP Ltd
Subject:	Advertising \| Broadcasting \| Media \| Product differentiation \| Services marketing \| Strategic marketing

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/08876049710176024 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014905594