Theoretical Approaches to Services Advertising and the Differences in Practice: AContent Analysis of Services Advertising in Turkey
Intangible nature of services makes it necessary to implement different advertising strategies. Academics studying on services marketing have suggested various managerial frameworks about services advertising to tangibilize the services in the minds of consumers. Presenting physical evidences of services, providing documents, using symbols, showing the customer and personnel interaction are among these suggestions. Various researches about services advertising indicate that advertising strategies in practice, do not match with the suggestions of the theory. In this research services advertising are analyzed by content analysis. 133 services advertisements that appeared in 12 issues of Capital Journal are chosen for analysis. The content of the advertisements are analyzed in terms of price information, quality claim, use of symbols, headline, advertising appeal, availability of web address, personnel, customer, personnel and customer interaction and availability of physical evidences.
Volume (Year): 6 (2006)
Issue (Month): 2 (December)
|Contact details of provider:|| Postal: |
Phone: (90) (222) 335-0580 x 2743
Fax: (90) (222) 320-1304
Web page: http://www.anadolu.edu.tr/akademik/birim/genelBilgi/205/3429/1
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:and:journl:v:6:y:2006:i:2:p:101-120. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Social Sciences Institute)
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.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with 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 profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.