Journal of Services Marketing: Volume 16 Issue 5

Addressing services’ intangibility through integrated marketing communication: an exploratory study

Stephen J. Grove, Les Carlson, Michael J. Dorsch

In this study, we examined the degree to which integrated marketing communication (IMC) might be manifested in services advertising. Using one of Lovelock’s typologies of services…

Promoting services via the Internet: new opportunities and challenges

George M. Zinkhan

The Internet has the potential to revolutionize all kinds of business activities, including the creation, promotion, and delivery of services. In this paper, we examine the…

Services communications: from mindless tangibilization to meaningful messages

Banwari Mittal

Service businesses face a unique challenge: how to effectively communicate the necessarily intangible benefits of their service offering. Their attempts to tangibilize the service…

Selecting and promoting service encounter elements in passenger rail transportation

Carolyn Tripp, John T. Drea

A critical issue in the effective development and promotion of services is the identification of which service components are most closely related to attitude toward the service…

A comparison of services advertising strategies used in US and Korean magazine ads: a content analysis

Hae‐Kyong Bang, Young Sook Moon

This study assesses the level to which services advertisers follow guidelines for effective services advertising suggested by prior academic literature. The study analyzes George…

Integrating advertising theories with conceptual models of services advertising

Kathleen Mortimer

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…