Radio advertising information strategy: differences between services and products

Journal of Services Marketing

Volumn 11, Issue 5, 1997, Pages 344-357

  Abernethy, Avery M ^a   Gray, James I ^b   Butler, Daniel D ^a  

^a AUBURN UNIVERSITY   (United States)

^b FLORIDA ATLANTIC UNIVERSITY   (United States)

Author keywords

Advertising; Broadcasting; Media; Product differentiation; Services marketing; Strategic marketing

Indexed keywords

EID: 84986149545     PISSN: 08876045     EISSN: None     Source Type: Journal    
DOI: 10.1108/08876049710176024     Document Type: Article

References (19)

1. Abernethy, A.M. and Butler, D.D. (1992), “Advertising information: services versus products, ” Journal of Retailing, Vol. 68, Winter, pp. 398-419.
2. Abernethy, A.M. and Franke, G.F. (1996), “The information content of advertising: a meta-analysis, ” Journal of Advertising, Vol. 25, Summer, pp. 1-18.
3. Berry, L.L. (1980), “Services marketing is different, ” Business, Vol. 30, May/June, pp. 24-9.
4. Bitner, M.J. (1992), “Servicescapes: the impact of physical surroundings on customers and employees, ” Journal of Marketing, Vol. 56, April, pp. 57-71.
5. Brown, J. and Reingen, P.H. (1987), “Social ties and word-of-mouth referral behavior, ” Journal of Consumer Research, December, pp. 350-62.
6. Butler, D.D. and Abernethy, A.M. (1992), “Information consumers seek from adverts: are there differences between services and products?, ” Journal of Professional Services Marketing, Vol. 10 No. 2.
7. Cutler, B.D. and Javalgi, R.G. (1993), “Analysis of print advert features: services versus products, ” Journal of Advertising Research, Vol. 33, March/April, pp. 62-9.
8. Hunt, S.D. (1991), Modern Marketing Theory: Critical Issues in the Philosophy of Marketing Science, South-Western Publishing, Cincinnati, OH.
9. Johnson, E.M. (1969), “Are goods and services different? An exercise in marketing theory, ” PhD dissertation, Washington University.
10. Kassarjian, H.H. (1977), “Content analysis in consumer research, ” Journal of Consumer Research, Vol. 4, June, pp. 8-18.
11. Keown, C., Jacobs, L., Schmidt, R. and Ghymn K. (1992), “Information content of advertising in the United States, ” International Journal of Advertising, Vol. 11 No. 3, pp. 257-67.
12. Lewis, W.F. (1976), “An empirical investigation of the conceptual relationship between services and products in terms of perceived risk, ” PhD dissertation, University of Cincinnati, OH.
13. Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988), “SERVQUAL: a multi-item scale for measuring consumer perceptions of service quality, ” Journal of Retailing, Vol. 64, Spring, pp. 12-40.
14. Pasadeos, Y., Shoemaker, B. and Campbell, S. (1992), “The information content of radio advertisements, ” Journal of Broadcasting, Vol. 36, Summer, pp. 337-43.
15. Resnik, A. and Stern, B.L. (1977), “An analysis of information content in television advertising, ” Journal of Marketing, Vol. 41, January, pp. 50-3.
16. Shimp, T.A. and Bearden, W.O. (1982), “Warranty and other intrinsic cue effects on consumer risk perceptions, ” Journal of Consumer Research, Vol. 9, June, pp. 38-45.
17. Soliman, A. and Moustafa, A. (1986), “An investigation of consumer evaluation processes: services versus goods, ” PhD dissertation, City University of New York, New York, NY.
18. Woodside, A.G. and Soni, P.K. (1988), “Assessing the quality of advertising inquiries by mode of response, ” Journal of Advertising Research, Vol. 28, August/September, pp. 31-7.
19. Zeithaml, V.A., Parasuraman, A. and Berry, L.L. (1985), “Problems and strategies in service marketing, ” Journal of Marketing, Vol. 49, Spring, pp. 33-46.