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...

This paper examines two fields of research, services advertising theory and advertising theory. These two areas would seem to be obvious stable‐mates, yet an overview of the literature identifies very little commonality. The paper explores the reasons for this disparity and proposes that the...

Purpose – The purpose of this paper is to identify the components that make up an effective service advertisement. Design/methodology/approach – This is achieved by examining a sample of service advertisements that have been recognised for their success. The advertisements are analysed with...