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Differences Between Product and Services Television Commercials

George M. Zinkhan (Professor of Marketing and holds the Conn Appliances Lectureship in Marketing at the University of Houston.)
Madeline Johnson (Associate Professor of business law at the University of Houston‐Downtown.)
F. Christian Zinkhan (Associate Professor in the Lundy‐Fetterman School of Business at Campbell University. He received a B.A. from Franklin and Marshall College, an M.B.A. and an M.F. from Duke University, and a D.B.A. in finance from Mississippi State University.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 March 1992

1251

Abstract

Reports on content‐analysis research of television commercials for products, services and retail outlets attempting to discover whether the objectives or strategies used differ. Uses three frameworks for evaluation of the product and service advertisements. Finds that services, product and retail marketers are using different advertising strategies. Notes that many of the differences seem to be concerned with the heterogeneity, simultaneity and intangibility of services and discusses implications for managers of these findings.

Keywords

Citation

Zinkhan, G.M., Johnson, M. and Christian Zinkhan, F. (1992), "Differences Between Product and Services Television Commercials", Journal of Services Marketing, Vol. 6 No. 3, pp. 59-66. https://doi.org/10.1108/08876049210035944

Publisher

:

MCB UP Ltd

Copyright © 1992, MCB UP Limited

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