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Service Advertising: a Framework to its Effectiveness

Donna J. Hill (Indiana University) is an Assistant Professor of Marketing at Bradley University, Peoria, Illinois. Her principal interests are in services marketing, customer satisfaction, and retailing.)
Nimish Gandhi ((Ph.D., Virginia Polytechnic Institute and State University) is an Assistant Professor of Marketing at Bradley University, Peoria, Illinois.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 April 1992

1321

Abstract

Highlights the need for services advertising to receive more attention from marketing practitioners.Adapts a previously‐developed classification scheme of services for advertising. Assesses service characteristics of relevance in advertising. Develops a series of guidelines for managers seeking to develop effective services advertising.

Keywords

Citation

Hill, D.J. and Gandhi, N. (1992), "Service Advertising: a Framework to its Effectiveness", Journal of Services Marketing, Vol. 6 No. 4, pp. 63-76. https://doi.org/10.1108/08876049210037168

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited

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