Radio advertising in information strategy: differences between services and products

Article Abstract:

The medium of radio advertising can be an important part of marketing campaigns of industries who sell services instead of products. Unfortunately, most businesses who make use of the medium do not know how to exploit its strengths or overlook it altogether favor of television ads or direct mail. Firms who employ the medium can elicit positive response from consumers by improving production values such as advertising copy and by providing adequate information about the business such as telephone numbers or addresses.

Advertising Management-Radio, Copywriting, Management, Marketing management, Radio advertising, Advertising copy

---

Services advertising: a framework to its effectiveness

Article Abstract:

The unique characteristics of the service industry pose distinctive problems in formulating advertising strategies for service providers. A previously developed classification scheme of services, if adopted for advertising, may provide a solution. Four service characteristics which can be used in advertising are identified. These are intangibility, heterogeneity, inseparability/perishability and characterization as sequence of events.

Planning

---

Conveying service quality through advertising

Article Abstract:

An exploratory study is conducted to assess how service providers try to impart the quality of their offerings to consumers through advertising. Five measures of service quality concerns used in selecting and evaluating firms are cited. These are reliability, responsiveness, assurance, empathy and tangibles. Results show that relatively few quality cues are communicated by service providers in magazine advertisements.

Product quality

Similar abstracts:

• Abstracts: Firm, industry, and strategy influences on choice of downsizing approach. The relationship between growth, profitability, and firm value
• Abstracts: Interindustry differences in the relation between compensation and firm performance variables. A comment on 'A Behavioral Study of the Meaning and Influence on Tax Complexity'
• Abstracts: Marketing information and decision support systems for services. Marital influence in the decision-making process for services
• Abstracts: An enquiry into the relationship between activation and performance using saccadic eye movement parameters. A method of evaluating VDT screen layout by eye movement analysis
• Abstracts: Analysis of sitting comfortability of drivers' seat by contact shape. Energy cost and physiological responses of males snowshoeing with rotating and fixed toe-cord designs in powdered snow conditions

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.