Searching for information in marketspace: does the form - product or service - matter?

Article Abstract:

Direct marketing and public relations are the components of marketing communications strategy that have become critical in the information age. Direct marketing firms must first address issues such as 'junk' mail and consumer privacy that adversely affect business. The use of better marketing such as customer databases may prove more effective. Public relations, which is a sensitive area which projects an image of the firm to customers, is becoming an integral part of marketing strategies such as telemarketing and mailings.

Marketing, Public Affairs, Customer Relations, Direct marketing, Public relations

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Promoting leisure services: economic and emotional aspects of consumer response

Article Abstract:

Sales promotions constitute a large part of the funds appropriated for advertising and have significant impacts on overall marketing drives. Advertising managers should take note of how to best utilize price-based and non-price-based promotions by considering the particular target audiences who will benefit. Non-price promotions are noted to appeal to a select group of customers and may do little to bring in new followers. Price-based approaches appeal to price-conscious consumers but may hinder commitment and loyalty.

Advertising Management, Sales Management, Leisure industry, Marketing management, Sales promotions

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The importance of service quality determinants in advertising a professional service: an exploratory study

Article Abstract:

The effects of including the five dimensions of service quality in an advertisement on consumers' perceived risk, expertise and purchase intentions are studied. Results show that all five dimensions of service quality, namely, tangible cues, reliability, responsiveness, assurance and empathy reduced consumers' perceptions of risk. Tangible cues, reliability, assurance and empathy increased perceived expertise, while perceived expertise and risk influenced purchase intentions.

Psychological aspects

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