Service Advertising: a Framework to its Effectiveness

Abstract

Highlights the need for services advertising to receive more attention from marketing practitioners.Adapts a previously‐developed classification scheme of services for advertising. Assesses service characteristics of relevance in advertising. Develops a series of guidelines for managers seeking to develop effective services advertising.

Citation

Hill, D.J. and Gandhi, N. (1992), "Service Advertising: a Framework to its Effectiveness", Journal of Services Marketing, Vol. 6 No. 4, pp. 63-76. https://doi.org/10.1108/08876049210037168