The document discusses service encounters and moments of truth in the advertising industry's service process. It identifies 7 key moments: 1) initial client meeting, 2) debriefing the ad text, 3) approving costs, 4) approving the copy, 5) selecting media, 6) approving results, and 7) paying. Blueprinting the process ensures clear communication between teams and clients, identifies weaknesses, and communicates departments' interdependencies for quality improvement. A service marketer can learn how to increase perceived quality, identify vital vs. non-vital departments, manage costs/resources, and determine improvement approaches.

2. Question – 2 what are the service encounters/moments of truth in the service?
Answer - The service encounters and the moment of truth occurs 7 times in the above blueprint: -
 The first is the meeting between the client and the account executive at the first place to take the brief.
 The meeting between the account executive and the client for the debrief of the text of the ad
 The meeting between the client and executive for the approval of the cost of advertising.
 After the production of advertisement the client is approving the copy and this is again done by the
account executive.
 Some media is then selected to buy for the promotion and distribution and for the approval the
executive asks the client for suggestion.
 Again the client is being asked to approve the results of the advertisement
 At last the client is given the payment document and is asked for the payment.
Question – 3 what is the value of blueprinting a service?
The value of the blueprinting in this particular industry is to proof the process so as to keep the client in loop
of the development that is going on. If the client is giving some brief about his/her objective and which is not
properly communicated to the team on time and not in a right way then it can lead to disaster. It creates a
customer-oriented focus for employees to deliver what a client wants. It also identifies the weak points in the
process, which is subject to further improvement in quality. It also creates a line of visibility, which ensures
what a customer should watch and what should not be. It also communicates different department of their
interdependence on the quality improvement. You can simulate the whole process to achieve the quality
excellence.
Question – 4What can a service marketer in this industry learns from this exercise?
A service marketer learns all the points where a perceived quality of consumer can be increased by hiding or
disclosing the processes from the line of sight. A marketer learns which departments are vital to the process
and which are non vital. In this process the extra capacity and the inventory for the raw materials can be
managed. A marketer can estimate the cost, revenue and capital invested in each department and their return
on investment. It also facilitates the marketer to determine the improvement from top-down or bottom-up
approach.