Services advertising: showcase the customer!

Jean-Marc Decaudin () and Denis Lacoste
Additional contact information
Jean-Marc Decaudin: M&CN - Marketing & Communication Networks - Toulouse Business School
Denis Lacoste: Epidémiologie, santé publique et développement - Université Bordeaux Segalen - Bordeaux 2 - INSERM - Institut National de la Santé et de la Recherche Médicale

Post-Print from HAL

Abstract: The research presented in this article focuses on the effectiveness of advertising strategies used in services communication. For this purpose, a quantitative study of 50 magazine advertisements for services in tourism and banking/insurance was conducted with a sample of 249 respondents. This research shows that, for both sectors, certain advertising strategies are more effective than others, and that the most effective advertising strategy is one that showcases the service customer. This strategy is more effective than those highlighting competitive advantage, contact staff, a physical representation of the service or the company's brand image

Keywords: Services; advertising; communication strategies; tourism; banking; insurance (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Published in Journal of Marketing Communications, 2018, 24 (5), pp.518-534

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02008096

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().