Promoting customer contact people: a key difference in service and product advertising

Abstract

Employs content analysis of advertisements for both products and services in 13 major newspapers. Seeks to understand how advertising information on service providers is integrated into service advertising strategy. Suggests that service advertising is far more likely than product advertising to contain information about contact people. Offers ways of improving the advertising strategy of service marketers.

Citation

Abernethy, A.M. and Butler, D.D. (1993), "Promoting customer contact people: a key difference in service and product advertising", Journal of Services Marketing, Vol. 7 No. 1, pp. 4-12. https://doi.org/10.1108/08876049310026051