Services advertising: showcase the customer!

Jean-Marc Décaudin and Denis Lacoste
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Jean-Marc Décaudin: M&CN - Marketing & Communication Networks - Toulouse Business School, CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique
Denis Lacoste: LPCT - Laboratoire de Physico-Chimie Théorique - ESPCI Paris - Ecole Superieure de Physique et de Chimie Industrielles de la Ville de Paris - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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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: 2016
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Published in Journal of Marketing Communications, 2016, pp.1 - 17. ⟨10.1080/13527266.2015.1136348⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01520935

DOI: 10.1080/13527266.2015.1136348

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