Are services advertised differently? An empirical examination

Abstract

PurposeThe objective of this paper is to study the relevance of a specific approach to services advertising by testing the absolute and relative impact of the product/service variable on advertising strategy.Design/methodology/approachA content study of 4,233 press advertisements, taken from generalist magazines, was conducted using an original analytical framework based on competitive advantage. This framework was used to measure the impact on the advertising strategy of the following variables: type of offer, type of market and industry.FindingsThe research indicates that three variables significantly influence advertising strategy: type of offer, type of market, and industry. However, the type of industry is the most influential variable. The study shows that the product/service contrast alone cannot adequately explain the choice of advertising strategy.Research implications/limitationsThe conclusions indicate that the product‐service variable should not be used in isolation, but rather in combination with other variables such as the type of target and the nature of the sector. The research, however, does not enable one to determine the relevance of the advertising choices highlighted.Practical implicationsThe framework can enable one to link marketing strategy to advertising strategy. It enables one to clearly pose the problem of advertising strategy upstream from questions of creative approach and executional tools.Originality/valueThis research shows that the product/service variable is not the best explanatory variable of the advertising strategy.

Examining the moderating role of rational-versus emotional-focused websites

“…Use of rational and emotional appeals in combination for advertising is echoed and supported by other research (e.g. Hayes and MacLeod, 2007; Décaudin and Lacoste, 2010). As Mortimer (2005) explained, the use of rational appeals is to convey the key functional aspects of the service offering, while the simultaneous employment of emotional appeals conveys the brand image.…”

“…Meanwhile, some studies have recorded contradictory results, actually stating that fewer informative cues are used in service advertisements than in product advertisements (Abernethy and Butler, 1992, 1993; Cutler and Javalgi, 1993; Zinkhan et al, 1992). Hayes and MacLeod’s (2007) study of advertising appeals in tourism noted that rational and emotional appeals were used to an almost equal degree, and this combination approach to the employment of rational and emotional appeals in advertising is further supported by Décaudin and Lacoste (2010). Hence, it is difficult to say whether factual or emotional cues are more visible in service advertising.…”

Newspaper vs. Online Advertising – Is There a Niche for Newspapers in Modern Advertising Markets?

“…However, they do not focus on the special problems of newspapers and do not provide theoretical reasoning. Décaudin & Lacoste (2010) empirically study industryspecific advertising strategies in the French magazine market. This study as well offers valuable insights; however, it differs from our research insofar as it neither focuses on online substitution, nor on newspapers.…”

An exploration and extension of the Value Discipline Strategy (VDS) typology in educational institutions

“…Following an initial focus on marketing strategy associated with physical goods (Lusch and Vargo, 2008;Hooley and Greenley, 2005) over the past 30 years, research in the area of services marketing strategy has gained momentum (Lovelock, 1983;Zeithaml et al, 1985;Gronroos, 1991). This area continues to be of considerable interest to researchers (Decaudin and Lacoste, 2010;Zahay and Griffin, 2010;Godlevskaja et al, 2011). Due to the divergent nature of service offerings, having a "one size fits all" strategy is neither informative nor realistic; thus, the call for context-specific research in the services domain is on the rise (Ostrom et al, 2010;Demirkan et al, 2008).…”