The document outlines a research design report focused on understanding the effects of advertising on service marketing, highlighting the purpose, population, survey methods, and key questions for data collection. It delves into the significance of advertising in economic performance and societal implications, supported by various theories and studies. The research aims to benefit management, employees, consumers, and stakeholders by analyzing strengths and weaknesses in advertising strategies.

1. RESEARCH DESIGN REPORT
State Your Research Statement
What is the purpose of your survey?
To find out . . .
Whom would you survey to find first-hand information
concerning your research statement?
Why did you choose this group of people to focus on?
What would you ask them about?
List at least three specific questions you would ask.
1.
2.
3.
4.
5.
What type of survey would you use? (phone, email, etc.) Why
would you choose that type?
What is the population for your survey?
Why did you choose this population?
What is your sample size?
Explain how your sample will be chosen.

2. Explain how the term random in relation to your survey.
Will you need a mathematical formula to choose your sample?
Why or why not?
Is there a confidence level associated with your sample?
How will your data be collected? Provide all necessary details.
How will your data be analyzed? Why did you choose that
format for analysis?
How will your data be interpreted? Will distribution and
frequency tables and/or Chi Square play a role in your analysis?
Running head: EFFECT OF ADVERTISING ON THE
PERFORMANCE OF SERVICE MARKETING
EFFECT OF ADVERTISING ON THE PERFORMANCE OF
SERVICE MARKETING 3
Effects of Advertising on the performance of Service
Marketing.

3. Research Statement
Purpose
The overall purpose of this research is to improve the
understanding on advertising programs.
Background and Significance
According to Tellis & Ambler (2007) much knowledge about
advertising and income it earns should not hinder anyone from
learning that some effects lead to certain reactions, and such
knowledge should be used to improve results and evade
mistakes. The field of advertising management consists of
systems of interacting institutions and organizations, all of
which play vital roles during the advertising process. The core
of the advertising process includes the organizations that
provide the financial resources that support advertising.
According to Clow & Stevens (2009) the overall managerial and
financial support are provided by the advertiser for developing
advertisements and acquisition of media, time and space,
although other institutions are involved during the process. A
crucial point is developing an advertising program for the
advertiser. In circumstances where several different
commodities are offered by the advertising organization,
separate programs may be developed for each.
Many (1981) analyzes that advertising today finds itself in
serious binds. With a down economy, the 9/11 tragedy and new

4. technology may threaten advertising as a strategic alternative.
Advertising will only ensure survival and growth by focusing on
its effectiveness. Advertisers expect results based on stated
objectives. Clients anticipate proof that must lead to sales or
actually yield sales.
Advertising plays a significant role in the society,
predominantly in industrialized countries owning well
established mass communications infrastructures. There are
three main categories of issues concerning advertising and
society. Two of these issues characterize the aggregate effects
of advertising on the value of a society, its lifestyles and
economic well-being. The third issue concentrates on the nature
of advertisement content and its impact to children, marketing,
environmental and health claims in ICT marketing.
Wilmshurst & Mackay (1999) argues that it is irrational to
separate the economic and social effects of advertising.
Advertising is fundamentally an economic institution and any
overall assessment of advertising should include an analysis of
its impacts to the economy. Advertising enhance buyers’
decision making by providing information and giving support to
brand names. In an ideal world, every manufacturer would be
able to talk one-on-one with all consumers about any of their
products. However, personal selling, or a one-on-one approach
is said to be quite expensive.
Today, advertisers can customize through interactive media
such as the World Wide Web, but it cannot be compared with
meeting customers individually to discuss a commodity.
According to Lewis & Nelson (1999) advertising campaigns like
use of ICT and mobile communication products were mostly the
hardest to regulate, since expenditure and consumption habits
depends greatly on cultural practices. The 1980s may have
marked the end of traditional mass advertisers’ methods of
identifying markets by households or size, but rather
concentrate on the number of heavy users of specific products.
Television, which at one line offered three channels, now,
offers about fifty while newspapers, rather than engaging a

5. single homogenous readership, were designed more as cafeterias
where readers make a choice of what they want to read.
Maybe the greatest long-term legacy of the 1980s was the buy
now, pay later attitude that permeated every aspect of the
American life from the national government to the individual
household budget. Yssing & Handelshøjskolen (2000) argues
that leveraged buyouts of corporate America and the overuse of
consumer credit formed an atmosphere in which living within
one’s income was an almost impossible. By 1990, companies
and consumers slowly began paying for the excess of the past
decade, and advertising was often the first victim of any
reductions. Media experienced a fall in advertising revenues due
to deep discounts, relationships between merchants and
reluctant consumers in deals than fancied advertising, while
some of the most prominent names in American business faced
severe trouble.
References
Wilmshurst, J., & Mackay, A. (1999). The fundamentals of
advertising. Boston: Butterworth-Heinemann.
Tellis, G. J., & Ambler, T. (2007). The Sage handbook of
advertising. Los Angeles: Sage Publications.
Clow, K. E., & Stevens, R. E. (2009). Concise encyclopedia of
professional services marketing. New York: Routledge.
Yssing, H. L., & Handelshøjskolen i København. HHK.
(2000). the effect of advertising. København.
Many, P. (1981). The Effect of advertising on consumer press
credibility: An experiment.
Lewis, H. G., & Nelson, C. (1999). Advertising age handbook
of advertising. Lincolnwood, Ill: NTC Business Books.
Running head: EFFECT OF ADVERTISING ON THE
PERFORMANCE OF SERVICE MARKETING
EFFECT OF ADVERTISING ON THE PERFORMANCE OF
SERVICE MARKETING 2

6. Effects of Advertising on the performance of Service Marketing
Literature Review
Students Name:
Course:
Lecturer:
Date:
CONTENTS
PURPOSE OF THE STUDY 3
BACKGROUND OF THE STUDY 4
SIGNIFICANCE OF THE STUDY 6
LITERATURE REVIEW 7
Introduction 7
Theoretical Orientation 7
Ethical Marketing Theory7
Market Communication Theory 7
Competitive Market Theory 8
Imperfect competition 9
The Role of Advertising 10

7. Media advertising 14
Customers Perception 17
Critical Review 18
REFERENCES 19
PURPOSE OF THE STUDY
The overall purpose of this research is to improve the
understanding on advertising programs.
BACKGROUND OF THE STUDY
According to Tellis & Ambler (2007) much knowledge about
advertising and income it earns should not hinder anyone from
learning that some effects lead to certain reactions, and such
knowledge should be used to improve results and evade
mistakes. The field of advertising management consists of
systems of interacting institutions and organizations, all of

8. which play vital roles during the advertising process. The core
of the advertising process includes the organizations that
provide the financial resources that support advertising.
According to Clow & Stevens (2009) the overall managerial and
financial support are provided by the advertiser for developing
advertisements and acquisition of media, time and space,
although other institutions are involved during the process. A
crucial point is developing an advertising program for the
advertiser. In circumstances where several different
commodities are offered by the advertising organization,
separate programs may be developed for each.
Many (1981) analyzes that advertising today finds itself in
serious binds. With a down economy, the 9/11 tragedy and new
technology may threaten advertising as a strategic alternative.
Advertising will only ensure survival and growth by focusing on
its effectiveness. Advertisers expect results based on stated
objectives. Clients anticipate proof that must lead to sales or
actually yield sales.
Advertising plays a significant role in the society,
predominantly in industrialized countries owning well
established mass communications infrastructures. There are
three main categories of issues concerning advertising and
society. Two of these issues characterize the aggregate effects
of advertising on the value of a society, its lifestyles and
economic well-being. The third issue concentrates on the nature
of advertisement content and its impact to children, marketing,
environmental and health claims in ICT marketing.
Wilmshurst & Mackay (199) argues that it is irrational to
separate the economic and social effects of advertising.
Advertising is fundamentally an economic institution and any
overall assessment of advertising should include an analysis of
its impacts to the economy. Advertising enhance buyers’
decision making by providing information and giving support to
brand names. In an ideal world, every manufacturer would be
able to talk one-on-one with all consumers about any of their
products. However, personal selling, or a one-on-one approach

9. is said to be quite expensive.
Today, advertisers can customize through interactive media
such as the World Wide Web, but it cannot be compared with
meeting customers individually to discuss a commodity.
According to Lewis & Nelson (1999) advertising campaigns like
use of ICT and mobile communication products were mostly the
hardest to regulate, since expenditure and consumption habits
depends greatly on cultural practices. The 1980s may have
marked the end of traditional mass advertisers’ methods of
identifying markets by households or size, but rather
concentrate on the number of heavy users of specific products.
Television, which at one line offered three channels, now,
offers about fifty while newspapers, rather than engaging a
single homogenous readership, were designed more as cafeterias
where readers make a choice of what they want to read.
Maybe the greatest long-term legacy of the 1980s was the buy
now, pay later attitude that permeated every aspect of the
American life from the national government to the individual
household budget. Yssing & Handelshojskolen (2000) argues
that leveraged buyouts of corporate America and the overuse of
consumer credit formed an atmosphere in which living within
one’s income was an almost impossible. By 1990, companies
and consumers slowly began paying for the excess of the past
decade, and advertising was often the first victim of any
reductions. Media experienced a fall in advertising revenues due
to deep discounts, relationships between merchants and
reluctant consumers in deals than fancied advertising, while
some of the most prominent names in American business faced
severe trouble. SIGNIFICANCE OF THE STUDY
This research study will be of importance to everybody who has
a successful business minded idea.
First, Management as the B.O.D (Board of Directors) is in a
good position to identify the areas of strengths and weaknesses
so as to improve them. They are also in a better position to
formulate suitable business policies and strategies to be
implemented within the financial industry.

10. Second, the Employees in an organization. This study will
enable them appreciate the effects of advertising on Service
Marketing and the mechanism to be used in attracting more
members.
Third, the General public. This study will add to their
knowledge enabling them understand the vital role played by
service industries in their daily activities and in the general
economy.
Other beneficiaries are the consumers and other stakeholders.
They will positively benefit from the findings of this research
since the research will analyze the strengths and weaknesses of
their service industries and the kind of advertisements that suit
their preferred products and services. An improved level of
advertising usually attracts mare sales to companies, which
adopt it. The research will be of great importance to the
SACCOs, as it will give an insight to the customers’ preference
about different products and services.
Finally, other researchers who would want to carry out research
on similar topics
LITERATURE REVIEWIntroduction
This chapter will deal with the relevant literature review and
specifically regarding the effects of advertising on the
performance of service marketing.Theoretical Orientation
This part of the research study focuses on the review and
definition of relevant theories that have been used in the study

11. on service marketing. The purpose of theoretical orientation
defines relevant theories regarding the research problem based
on adequate tests by observation or experiment. The following
relevant theories has been reviewed and discussed across the
research study.Ethical Marketing Theory
According to Kotler & Armstrong (2010), ethical marketing
involves setting values for various aspects of marketing tasks
including public relations, advertising and sales promotions.
They described it as the process of establishing a policy for
social responsibility as a fully integrated, systematic component
of the marketing program that is merged with each promotional
plan.Market Communication Theory
According to Jansen, Venter, & Strydon (January 01, 2012), the
missing link in the practice of promotional campaigns and
corporate responsibility is communication. She also suggests
that for effective CSR communication a clear strategy is very
important, for it evaluates both the opportunities and risks
associated with the brand. Dawkins highlights various key
points concerning CSR communication. They include
development of a clear communications strategy putting into
consideration risks and benefits to the brand, adapting the
message to the various types of audiences without affecting the
coherence of the message, and coordinating communications
and actions.Competitive Market Theory
Only in a perfect market, was that a perfect competition would
exist. Perfect competition refers to a hypothetical market where
no buyer or seller can influence the prices. It is the theory on
which demand and supply are built. The competitive market
theory follows the belief that for the economy to keep going,
competition must exist. Often times, a middleman is needed to
intervene in a competitive market and broker the relationship
between buyers and sellers. The brokering forms market
equilibrium. To attain perfect competition, five requirements
are essential.
First, a large number of small producers and consumers with no
impact on each other are needed. The second requirement is

12. interchangeable goods and services. Third, all firms should be
aware of the exact pricing of the other firms. Fourth, all firms
should have equivalent access to technology and resources. And
fifth, any firm should have free entry or exit in the market.
Meeting all the five requirements is unlikely. In fact, even
meeting a single requirement is unlikely.
The agricultural market is the only market place that gets close
to perfect competition. For instance, some local farmers grow
peaches. Their principal customers are the surrounding grocery
stores who pay a set price per bushel, which is known to all
farmers. The peaches are then sold under the banner of “local”
not by individual farms. Government regulations keep
agriculture from reaching perfect competition, by warping the
market theory. However, even with no government regulations,
not all farms will have equivalent access to technology and
resources. The market stalls and shops seen in tourist areas of
cities, where the merchandise is nearly the same, as with regard
to the prices, Lewis & Nelson (1999).Imperfect competition
It occurs when perfect competition is not met. This is how most
of the markets work. Imperfect competition is found when there
is lack of information about the items being traded. It may also
arise from a lag time in the marketplace. This occurs where
there is need for some goods or services but there are not
enough suppliers to provide the goods or the service, Borden
(1942).
According to Clow & Stevens (2009) effective branding
strategies does not end with isolating of target market. It is also
important to comprehend the buying behavior of the customers
within the target market. An organization that is market-
oriented will develop a product that satisfies a need hence its
customers will determine what to buy in the market. The
organization must therefore understand what makes a customer
choose one brand over another. A customer can only buy what
he can afford. However, a consumer will always prefer a good
brand despite his or her budget line.
According to East (2003), for an organization to succeed in

13. branding, it must understand the needs and wants of its
customers and prospects. This can be done by integrating its
brand strategies through the company at every point of public
contact. Organizations brand exists within the hearts and minds
of clients, customers, and prospects. It is the sum total of their
experiences and perceptions, some of which one can influence,
and some that one cannot. A strong brand is invaluable as the
battle for the customers intensifies each and every day. It is
vital to spend time investing in research, defining, and building
of a brand.
After all, an organization’s brand is the source of a promise to
the consumers. It is a foundational piece in marketing
communication that should not be avoided. According to
Wolfinbarger & Gilly (December 01, 1991), this theory is based
on the postulation that human beings are purposive and rational.
It states that an individual motivational strength depends on the
individual’s expectations regarding the results of his efforts in
contributing towards his personal needs. He suggests that the
factors are responsible for human valence and motivation which
are the strength of preference for certain outcome and the
anticipation that the outcome will be as a result of a creating
behavior. The theory tries to measure the individual’s strength
in acting in a particular way.
There is no motivation where the valence or expectation is
valueless. Spratt (2008) stated that human motivation results
from unconscious needs or drives. The researcher in this theory
believes that there is no explanation as to why consumers prefer
one brand over another. The researcher tends to understand that
consumer purchases and consumption situation shows a
reflection and extension of their individual personality. This
means that consumers will prefer brands that enhance their
personality. The Role of Advertising
According to Keller (1989), advertising plays vital roles which
bring out different repercussions to the economic performance
of a company. These roles include communication with
consumers, where the need for information about a wide variety

14. of products is increasing while the growth and expansion of the
economy becomes more complex. Advertising is a reminder to
existing customers as well as nurturing new prospects.
Advertising therefore can be termed as effective communication
with the target audience. In summary, the major roles
advertising plays include the following: persuading prospective
buyers to buy a product or service, contributing to economic
growth by helping in market expansion, particularly for new
products and also developing new market segment.
A company investing in research and development for new
products development depends greatly on advertising for
establishing a market for these products. In a broader social
context, advertising acts as a motivational factor for less
privileged clients as they may be induced to some point to make
additional effort and realize the opportunities increasing their
purchasing power. Another important role advertising plays is
acting as a catalyst for change. Creativity as a characteristic of
advertising leads to the development of new relationship that
can end up changing the perception of a prospect. The
capability of bringing about change comes from innovation,
originality, ingenuity, and imagination in advertising.
According to Reece (2010), effective advertising works on
levels. First is satisfaction of consumers’ objectives by
engaging them and delivering relevant messages. In addition,
advertisements must attain the advertiser’s objectives of
increasing sales. Initially, consumers may be interested in
watching an advertisement for its entertainment value or to
satisfy their curiosity. If the advertisement is sufficiently
entertaining, they may remember later.
The advertiser’s objectives differ from those of consumers.
Ultimately, advertisers need consumers to buy and keep on
buying their goods and services. To move consumers to action,
their attention must be captured. They must therefore hold their
interest long enough to convince the consumers to adjust their
purchasing behavior, give a trial to their products and stick with
them.

15. According to Davies, Chun, & Kamins (May 01, 2010), some
people argue that evaluation of advertisements only by the
impact on sales is like assigning all the sources (or failure) of a
football team to the quarterback alone. The point is that many
other aspects can affect the team’s performance like other
players, the competition, and the bouncing of the ball. For the
most part, we must deal with response variables associated more
directly with the advertising stimulus. Another reason includes
the long-term effect advertising has on sales. If we believe that,
advertising generating campaigns may not be known for certain
until unacceptable length of time has passed.
Advertising may attract buyers who will pledge their loyalty to
company products for several years or it might start developing
positive attitudes or brand equity that will culminate in a
purchase mush later. To determine this effect from sales data,
even from a scanner- panel field experiment, it may be essential
to wait far beyond the end of a six-month campaign. Two
problems according to Spratt (2008) are generated.
First, there is a difficulty in isolating the change in sales caused
by advertising which becomes more severe at the time between
the advertising expenditure and the sales response increases.
Yet decisions must be made instantly and cannot wait for such
data. Secondly, for more accurate and timely information,
variables that respond more rapidly to advertising input must
seek.
Thus, advertising objectives that give emphasis to sales are
usually not very operational because they deliver little practical
assistance for decision makers. No arguments arise to
desirability of a sales increase, but on which campaign will (or
did) generate such an increase. If a certain objective fails to
contribute useful criteria on which to base subsequent decisions,
it cannot fulfill its basic functions.
Advertising objectives, like organizational objectives, should be
operational and be in a position to offer effective criteria for
decision-making providing standards to compare with results.
Furthermore, they should be effective communication tools with

16. ability to provide a line between strategic and tactical decisions.
A convenient and enticing sales objective comprises a construct
like immediate sales or market share. The measure is typically
readily available in evaluating the results of a campaign. Some
situations like mail-order advertising and some retail
advertising usually arise. For instance, when immediate sales
act as good operational objective and others in which they can
play a role in advertising campaign guidance.
However according to Borden (1942), objectives involving
increase in immediate sales are not operational in many cases
for two reasons; the first one is that advertising is only a single
factor among many influencing sales and it is difficult to isolate
its contribution towards those sales. The second reason is that
the contributory role advertising plays often occurs primarily
over the long run. Advertising is only one of the many forces
that influences sale.
The other forces include price, distribution, the sales force,
packaging, product features, competitive actions, buyer needs
and tastes. Samuel (1971) adds that isolating advertising effects
extremely difficult. For instance, supposing a car company runs
a campaign for a new model. However, very few cars are sold.
While the problem may indeed lie within the campaign, it might
also be a case that the campaign did in fact draw potential
buyers to the dealerships, but some other factors like the cars’
quality, price or poorly trained sales people, were the main
reason behind low sales.
Main advertising campaigns according to Many (1981), turn out
to yield low production due to lack of clarity, regarding the
principal objectives of a specific campaign. Advertising is a
force that increases productivity and sales. Results are
measurable provided the specific advertising objectives are
defined. The factors to be considered in setting the advertising
objectives include market segmentation which helps in
identification of the target audience. Market segmentation is a
continuous process that assists in recording the changes in the
type of consumers, the buyer behavior including socio-economic

17. and environmental parameters in check. Failure to keep the
parameters, advertiser strategies may result in unsatisfactory
return on advertising investment. The other factor is buyer
behavior. An insight into the buyer behavior is at the core of
communication objectives.
According to Keller (1989), it is necessary to acquire an
understanding about individual, social and group alignment of
decision makers and their influences. Advertising
communication must take care of underlying patterns of buyer
behavior in setting objectives so that strategies and messages
may be derived accordingly. The needs and motivation of
decision makers may be assess using various qualitative
marketing and research methods. Product personality and
perceptions is also another factor.
Advertising gives a product a distinct form and can contribute
to the success of a brand. It is not only the characteristics and
product properties or special features of a service that
contribute towards the sale because these features can be copied
by competitors. It is the product perception and the brand in the
minds of the consumers that contributes to greater sales. Other
factors include situational factors. Advertising objectives will
be derived from marketing objectives which are based on an
ongoing assessment of the market situation, competition, price
position, distribution channels and their incentives etc. Due
considerations should be given to the time period to which the
objectives are confined. Media advertising
Growth and development of the media have dramatically
influenced the thrust of advertising through the years. Possibly,
the most significant contribution to advertising was the
development of the printing press by Guttenberg in 1438. Forty
years later, in 1478, the first English language advertisement, a
handbill for a book of rules for the clergy at Easter was printed
by William Caxton. The printing press made possible
newspapers and magazines, the print media on which most
advertising still relies up to date.
The first significant medium was newspapers. The earliest

18. agencies, in the mid-nineteenth century, were essentially
newspapers’ agents. They provided a classic wholesaling
function for the newspapers, each of which was too small by
itself to sell space directly to the national advertisers, although
these agents are now organizations distinct from agencies.
However, the newspaper is said to be the domain of the local
merchant. More than eighty percent of newspaper
advertisements are placed at the local level, and the most
important newspaper advertisers are local retailers.
For all the attention that television, cable and the new
multimedia forms of audio-visual communications have
received, it is nevertheless interesting that total television
advertising was still exceeded by total newspaper advertising.
Furthermore, although the total share of newspaper advertising
has declined since the advent of the television, the decline has
only amounted to a few percentage points. The strength of
newspaper comes from dominant role in local advertisements,
especially by retailers such as departmental stores and
automobile companies.
During the last decades of the 1800S, magazines began to
assume increasing importance. East (2003) decided to focus on
the general magazine field, particularly women’s magazines. He
provided the advertisers with a list of several dozen from which
they could choose. His choice of emphasis partly explains the
remarkable early success of the agency that bears his name up
to date.
According to Reece (2010) magazines were the largest national
advertising medium until television arrived. With the advent of
television, the magazine industry and particularly the mass
circulation magazines began to feel the heavy pressure of
competition. Magazines are innovating attempting to capitalize
on their physical contact with the audience to make their
advertisements more effective. Catalogs and other booklets have
been included in magazines to build on their strengths.
Radio emerged in 1922 as an exciting, new advertising medium.
Its coverage of the 1922 World Series made it a unique

19. communication medium. The golden years of radio were in the
1930s and 1940s. With the arrival of television, however, radio
went into the doldrums. Nevertheless, in the 1960s radio started
to make a comeback, finding a useful niche for itself by
providing entertainment, news, and companionship, particularly
for those travelling in cars or otherwise occupied outside the
homes. Like magazines, radio has become more specialized.
Stations try to serve well-defined segments of the population.
Like newspapers, it is a good medium for local advertisers, who
provide radio with more than sixty percent of its advertising.
From the wall street journal (Dec 12, 1992), various forms of
sales promotion according to Zou & Fu (2011) can also be
considered by the advertiser and represent yet another kind of
media. The sales promotion industry has grown rapidly in recent
years even faster than the advertising expenditures. Like the
major media, each method of promotional activity is represented
by a professional trade association. Some examples include
Promotion Marketing Association, National Premium Sales
Executive Association. They focus on premiums, promotions,
contests and couponing, sampling, cash refunds and price-offs.
Another trend arising is towards consolidation and new
competitive forms in the media, telephone, computer,
entertainment and electronic industries. Barriers to competition
between traditional telephone companies are breaking down and
some rather hasty mergers and acquisitions have taken place.
According to Reece (2010) the basic goals that direct media
strategy focuses on include finding the target audience in media
opportunities, sales geography, timing and duration. Talking
about sales geography, sales are never consistent even though
companies distribute goods and services in many cities and
states. This affects the market in which the advertiser will brand
the campaign and the allocation of funds.
For the case of finding the target audience in media
opportunities, the media planners are faced with two challenges.
One is assessment of the media for target audience
opportunities, and two, discrepancies existing between the

20. languages of internal strategic research. The company’s
research provides customers and prospects profiles which give
all variable insights into the company’s target audience. Timing
can be defined as a decision on the best time to place the
message for the target audience. Media planners might be forced
to juggle a number of variables to make correct timing
decisions.
The duration objective normally determines the number of
weeks in a year the sales should be advertised. If the amount of
time is limited, advertising can be concentrated more heavily.
Selection of the duration depends on schedule, advertising
budget, consumer use cycle and competitive
strategies.Customers Perception
Persuasions rest on the psychological plea of the consumers.
The aim of the persuasive advertising is to touch the emotional
button to induce creative and positive perception of the product
or brand. Persuasive advertising is also designed to affect the
attitude.
Advertising messages can drive people to action by offering
free incentives like discounted selling price. Distributing
coupons or introduction of continuity a program is effective in
maintaining customers.
The message needs to attract attention and build awareness. For
consumers to remember the message, it must create attention
and awareness, interest and memorability. Getting the
consumer’s awareness requires some kind of stopping power.
The message must be designed in a way that it invites attention.
Advertisements that start with questions or are somewhat
dubious are designed to build interest and create curiosity.
Memorability can be done by repetition while clever phrases
catch attention. Tag lights are also used at the end of the advert
and memorability depends on the advert structure.
Adverts should always deliver learning. A creative strategy that
get the consumers to learn about the product is key to service
marketing. Advertisers must present the facts in a way that it is
easier for the people to assimilate the information. The

21. techniques used include defining technical terms that people
may not understand, explain the concept, ideas, steps and
procedures. Companies use product comparison to highlight
differences between their products. Clarity is also important in
creating effective advertising.Critical Review
The role advertising plays in the society has been subjective of
many discussions. Advertising may be helpful to consumers
putting into consideration that dissemination of information is
essential when buyers have to choose from the available brands
of products. An opposing view is based on the argument that
consumers are confused by misleading advertisements and hence
advertising should either be culminated or strictly put under
regulations. Expenditure on advertising is wasteful and an
increase in advertising cost is not desirable.
From the economic point of view, advertising is directly related
with advertisement in the long-term considering that it can be a
fundamental market input for introduction of new products. It
can be considered as an available support for market
development. As it is the case in many up-and-coming fields of
research under review in this study, there are considerable gaps
in the literature currently existing on the impact of advertising
on the performance of service marketing.
REFERENCES
Borden, N. H. (1942). The economic effects of advertising.
Chicago: R.D. Irwin, Inc
Clow, K. E., & Stevens, R. E. (2009). Concise encyclopedia of
professional services marketing. New York: Routledge.
Davies, G., Chun, R., & Kamins, M. A. (May 01, 2010).
Reputation gaps and the performance of service
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