Service Advertising ADV 3008
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This 1 page Class Notes was uploaded by Leticia Notetaker on Sunday April 17, 2016. The Class Notes belongs to ADV 3008 at Florida State University taught by Barry Solomon in Summer 2015. Since its upload, it has received 18 views. For similar materials see Principles of Advertising in Advertising at Florida State University.
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Date Created: 04/17/16
4/18/2016 OneNote Online Service Adverĕsing Thursday, April 7, 2016 1:20 PM Service – an object of a transacĕon, which does not involve the transfer of ownership of a tangible product Ex. car insurance; you get coverage, not a tangible product) Elements of a Service Task or work; haircut, mani‐pedi, auto mechanic Use of a facility; golf membership, movie theater, hotel Use of a product; gym membership, rent textbooks or cars Service Adverĕsing Characterisĕcs Intangibility Intangibles are more diﬃcult to assess, more emoĕonal Diﬃcult to portray in adverĕsing May need more adverĕsing = more money Inability to Store the Service Highly perishable services use strong price adverĕsing & promoĕons; limited seats on a plane, once the plane leaves those seats are gone Inability to Transport the Service Some service providers may serve limited geographic areas; fully booked hotels cannot sell more rooms than they have Quality Control Mulĕple producĕon centers may mean variable quality control; increases the chance of inconsistent quality to between locaĕons Adverĕsing may create expectaĕons that can't be met due to lack of quality control There is so much human interacĕon dealing with a service, hard to be 100% consistent Managing Demand Price is the primary response & key to successful service adverĕsing Private Sector Services Convenience; ĕme & place savings (ex. ATM & mobile banking) Shopping; diﬃcult to evaluate prior to usage (ex. Hair salon or restaurants) Professional; healthcare, legal, ﬁnancial (ex. Ally bank) Social Markeĕng (non‐proﬁt) Issues (intense, unseĥling), ideas, non‐proﬁt organizaĕons & government Problems (mostly ineﬀecĕve) Weak personal beneﬁts & limited personal saĕsfacĕon Quesĕonable demand; no market research to establish demand (ex. Giving blood) Psychic costs; non‐ﬁnancial costs associated with change in behavior Insuﬃcient budgets; biggest obstacle for social markeĕng https://onedrive.live.com/edit.aspx?resid=4D2AB04FA3DD8F1B!2522&cid=4d2ab04fa3dd8f1b&app=OneNote 1/1
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