TY  - JOUR
AB  - 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 establish their views. More specifically, the interviews examine first how the directors classify products and services and secondly how they think services should be advertised. The results reveal that the directors are not influenced by the product/service characteristics. The main influence on the creative work is the advertising objective. If any classification takes place it utilises the utilitarian/experimental divide or the involvement continuum. These exploratory findings provide an explanation for the discrepancies found in previous studies and bring into question the relevance of examining services advertising separately from advertising in general. Advertising may be one element of the marketing mix that is not influenced by service characteristics.
VL  - 15
IS  - 2
SN  - 0887-6045
DO  - 10.1108/08876040110387926
UR  - https://doi.org/10.1108/08876040110387926
AU  - Mortimer Kathleen
PY  - 2001
Y1  - 2001/01/01
TI  - Services advertising: the agency viewpoint
T2  - Journal of Services Marketing
PB  - MCB UP Ltd
SP  - 131
EP  - 146
Y2  - 2024/09/19
ER  -