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Theoretical Approaches to Services Advertising and the Differences in Practice: AContent Analysis of Services Advertising in Turkey

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  • Sevgi Ayse Ozturk

    () (Anadolu University)

Abstract

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.

Suggested Citation

  • Sevgi Ayse Ozturk, 2006. "Theoretical Approaches to Services Advertising and the Differences in Practice: AContent Analysis of Services Advertising in Turkey," Anadolu University Journal of Social Sciences, Anadolu University, vol. 6(2), pages 101-120, December.
  • Handle: RePEc:and:journl:v:6:y:2006:i:2:p:101-120
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    File URL: http://www.anadolu.edu.tr/arastirma/hakemli_dergiler/sosyal_bilimler/pdf/2006-2/sos_bil.7.pdf
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    References listed on IDEAS

    as
    1. Boselie, J.P.P.E.F. & van der Wiele, A., 2001. "Employee Perceptions of HRM and TQM and the Effects on Satisfaction and INtention to Leave," ERIM Report Series Research in Management ERS-2001-42-ORG, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
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    More about this item

    Keywords

    Services Advertising; Differences Between Theory and Practice; Content Analysis.;

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • L80 - Industrial Organization - - Industry Studies: Services - - - General

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