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Service Advertising

by: Leticia Notetaker

Service Advertising ADV 3008

Leticia Notetaker

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About this Document

These notes cover service advertising, which is the last section in the book before the conclusion.
Principles of Advertising
Barry Solomon
Class Notes
25 ?




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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!2522&cid=4d2ab04fa3dd8f1b&app=OneNote 1/1


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