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Services advertising: showcase the customer!

Author

Listed:
  • Jean-Marc Décaudin

    (M&CN - Marketing & Communication Networks - Toulouse Business School, CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

  • Denis Lacoste

    (LPCT - Laboratoire de Physico-Chimie Théorique - ESPCI Paris - Ecole Superieure de Physique et de Chimie Industrielles de la Ville de Paris - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique)

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 Décaudin & Denis Lacoste, 2016. "Services advertising: showcase the customer!," Post-Print halshs-01520935, HAL.
  • Handle: RePEc:hal:journl:halshs-01520935
    DOI: 10.1080/13527266.2015.1136348
    as

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