Differences Between Product and Services Television Commercials

Abstract

Reports on content‐analysis research of television commercials for products, services and retail outlets attempting to discover whether the objectives or strategies used differ. Uses three frameworks for evaluation of the product and service advertisements. Finds that services, product and retail marketers are using different advertising strategies. Notes that many of the differences seem to be concerned with the heterogeneity, simultaneity and intangibility of services and discusses implications for managers of these findings.

Citation

Zinkhan, G.M., Johnson, M. and Christian Zinkhan, F. (1992), "Differences Between Product and Services Television Commercials", Journal of Services Marketing, Vol. 6 No. 3, pp. 59-66. https://doi.org/10.1108/08876049210035944