Conveying Service Quality Through Advertising
Ellen Day
(Ph.D., Indiana University) is an associate professor of marketing at The University of Georgia)
915
Abstract
Reports on a study attempting to understand whether, and how, service providers try to communicate quality of their services via advertising. Finds that few quality cues are present in magazine advertising for services. Offers examples and suggestions for the effective conveying of quality through advertising messages.
Keywords
Citation
Day, E. (1992), "Conveying Service Quality Through Advertising", Journal of Services Marketing, Vol. 6 No. 4, pp. 53-61. https://doi.org/10.1108/08876049210037159
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited