IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02008096.html
   My bibliography  Save this paper

Services advertising: showcase the customer!

Author

Listed:
  • 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)

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

Suggested Citation

  • Jean-Marc Decaudin & Denis Lacoste, 2018. "Services advertising: showcase the customer!," Post-Print hal-02008096, HAL.
    • Handle: RePEc:hal:journl:hal-02008096
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Rui Qi & David A Cárdenas & Xichen Mou & Simon Hudson, 2018. "The strategic value of advertising expenditures in the tourism and hospitality industry," Tourism Economics, , vol. 24(7), pages 872-888, November.
    2. Pop Nicolae Al. & Baba Cristina Andrada & Anysz Raluca Năstate, 2019. "Marketing communication in Tourism Connection challenges in new service sectors," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 13(1), pages 1098-1107, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-02008096. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.