MARLA B. ROYNE STAFFORD, TIM REILLY, STEPHEN J. GROVE, LES CARLSON, RISHI BHANDARI  & JOHN COPELAND By: Hemasree S 1PI10MB...
<ul><li>Services Marketing Quarterly  (formerly  Journal of Professional Services Marketing). </li></ul><ul><li>Journal of...
<ul><li>With services continuing to dominate the gross domestic product, the marketing and advertising of services remain ...
<ul><ul><li>In 1997 the development of the services-advertising literature lagged behind the services field in general and...
<ul><li>Review of past legislation and attempts at regulating attorney advertising. </li></ul><ul><li>Advocated intimacy t...
<ul><li>Literature Review </li></ul><ul><li>Conceptual </li></ul><ul><li>Call to action to address services-advertising is...
<ul><li>The research by identifying, classifying, and analyzing  on services advertising . </li></ul><ul><li>Bank of Ameri...
<ul><li>THANK YOU </li></ul>
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  1. 1. MARLA B. ROYNE STAFFORD, TIM REILLY, STEPHEN J. GROVE, LES CARLSON, RISHI BHANDARI & JOHN COPELAND By: Hemasree S 1PI10MBA57
  2. 2. <ul><li>Services Marketing Quarterly (formerly Journal of Professional Services Marketing). </li></ul><ul><li>Journal of Advertising </li></ul><ul><li>Journal of Current Issues & Research in Advertising </li></ul><ul><li>Journal of Services Marketing </li></ul><ul><li>Journal of Service Research </li></ul>
  3. 3. <ul><li>With services continuing to dominate the gross domestic product, the marketing and advertising of services remain a core issue in the discipline. </li></ul><ul><li>Articles were selected by using the Boolean search terms “Services Advertising,” “‘Service’ AND ‘Advertising,' &quot;and “‘Services’ AND ‘Advertising.’” </li></ul>
  4. 4. <ul><ul><li>In 1997 the development of the services-advertising literature lagged behind the services field in general and had yet to progress beyond the “scurrying-about” . </li></ul></ul><ul><ul><li>Services-marketing research, 1983 noted that cross-fertilization of marketing strategies can occur when services have similar characteristics. </li></ul></ul>
  5. 5. <ul><li>Review of past legislation and attempts at regulating attorney advertising. </li></ul><ul><li>Advocated intimacy theory as more general across service situations than exchange or seduction theory. </li></ul><ul><li>Applies the FCB grid to services advertising. </li></ul><ul><li>Proposed that experiential aspects of services should play a key role in how service brand images are conceptualized. </li></ul>
  6. 6. <ul><li>Literature Review </li></ul><ul><li>Conceptual </li></ul><ul><li>Call to action to address services-advertising issues </li></ul><ul><li>Quasi Experiment </li></ul><ul><li>Survey </li></ul><ul><li>Exploratory Survey </li></ul>
  7. 7. <ul><li>The research by identifying, classifying, and analyzing on services advertising . </li></ul><ul><li>Bank of America and JP Morgan Chase have spent well over $1 billion in advertising in 2009, and the cable industry where Comcast, DirecTV, and Dish Network have collectively spent over $1 billion in advertising in 2009(Advertising Age, 2010). </li></ul><ul><li>As a result, they proposed several specific areas that needed attention and suggestions for enhancing the quality of research on services advertising. </li></ul>
  8. 8. <ul><li>THANK YOU </li></ul>
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