Differences Between Product and Services Television Commercials

Abstract

Access to this document was granted through an Emerald subscription provided by emerald-srm: 463575 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.Services marketing theory suggests that product and services marketers may employ different advertising strategies. In this article, we content-analyzed 760 television commercials for products, services, and retail outlets in order to determine whether the objectives or strategies employed differ. Three frameworks are described and used to evaluate the product and service advertisements. The results indicate that services, retail, and product marketers are using different advertising strategies. Many of the differences appear to be related to the simultaneity, heterogeneity, and intangibility of services.

Analyzing rhetorical devices in print advertisements

“…In her words, "Goods and services require distinct advertising strategies" (Sta¬ord, 1996, p. 23). Murray and Schlacter (1990), Stern (1988) and Zinkhan, Johnson, and Zinkhan (1992) con¼rm this. Cutler and Javalgi have found that service advertisements more often contain an emotional appeal (metaphor, storytelling, or aesthetic) than do product advertisements (Cutler and Javalgi, 1993).…”

INTERNATIONAL SERVICES ADVERTISING (ISA): Defining the Domain and Reviewing the Literature

“…Early research on message strategies and tactics was either conceptual (e.g., George and Berry 1981;Legg and Baker 1987) or limited to content analysis (e.g., Cutler and Javalgi 1993;LaBand, Pickett, and Grove 1992;Zinkhan, Johnson, and Zinkhan 1992). LaBand, Pickett, and Grove (1992) and Zinkhan, Johnson, and Zinkhan (1992) found that services advertisers used more informational or cognitive ads; in contrast, Cutler and Javalgi (1993) reported the use of more emotional appeals.…”

“…Because of these well-accepted differences, effective advertising strategies for goods cannot be automatically applied to services (cf. Zeithaml, Parasuraman, and Berry 1985;Zinkhan, Johnson, and Zinkhan 1992). Therefore, the unique attributes of services, combined with the inherent differences across cultures, present specific challenges for international service providers.…”

“…Legg and Baker 1987;Shostack 1977;Zeithaml, Parasuraman, and Berry 1985;Zinkhan, Johnson, and Zinkhan 1992). Because of these well-accepted differences, effective advertising strategies for goods cannot be automatically applied to services (cf.…”

Effects of advertising strategy on consumer-brand relationships: A brand love perspective

“…Yet, other scholars suggest that appeals generating an emotional response will induce more positive reactions (Goldberg and Gorn, 1987), and higher levels of recall (Choi and Thorson, 1983). In the service industry, there is evidence that informational or cognitive advertising is more frequently used by firms (Zinkhan, Johnson and Zinkhan, 1992), and is superior to emotional appeals (Stafford and Day, 1995). This is because rational and informative appeals may help reduce some of the uncertainty often associated with the purchase of services.…”