Radio advertising information strategy: differences between services and products
Abstract
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.
Keywords
Citation
Abernethy, A.M., Gray, J.I. and Butler, D.D. (1997), "Radio advertising information strategy: differences between services and products", Journal of Services Marketing, Vol. 11 No. 5, pp. 344-357. https://doi.org/10.1108/08876049710176024
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited