Addressing services’ intangibility through integrated marketing communication: An exploratory study

Journal of Services Marketing

Volumn 16, Issue 5, 2002, Pages 393-411

  Grove, Stephen J ^a   Carlson, Les ^a   Dorsch, Michael J ^a  

^a Bowling Green State University   (United States)

Author keywords

Advertising; Intangibility; Marketing communications; Services

Indexed keywords

EID: 84986172417     PISSN: 08876045     EISSN: None     Source Type: Journal    
DOI: 10.1108/08876040210436876     Document Type: Article

References (63)

1. Altheide, D.L. (1996), Qualitative Media Analysis, Sage, Thousand Oaks, CA.
2. Bateson, J.E.G. (1995), Managing Services Marketing, 3rd ed., Dryden, Orlando, FL.
3. Berry, L.L. (1980), “Services marketing is different”, Business, Vol. 30, May-June, pp. 24-9.
4. Berry, L.L. and Clark, T. (1986), “Four ways to make services more tangible”, Business, Vol. 36, October, pp. 53-4.
5. Berry, L.L. and Parasuraman, A. (1993), “Building a new academic field – the case of services marketing,” Journal of Retailing, Vol. 69 No. 1, pp. 13-60.
6. Bitner, M.J. (1997), “Services marketing: perspectives on service excellence”, Journal of Retailing, Vol. 73 No. 1, pp. 1-6.
7. Caywood, C., Schultz, D.E. and Wang, P. (1991), Integrated Marketing Communications: A Survey of National Consumer Goods Advertisers, American Association of Advertising Agencies, New York, NY.
8. Clow, K.E., Baack, D. and Fogliasso, C. (1999), “Reducing perceived risk through advertising service quality cues”, Journal of Professional Services Marketing, Vol. 16 No. 2, pp. 151-62.
9. Cobb-Walgren, C.J. and Mohr, L.A. (1998), “Symbols in service advertisements”, Journal of Services Marketing, Vol. 12 No. 2, pp. 129-51.
10. Cornelissen, J.P. and Lock, A.R. (2000), “Theoretical concept or management fashion? Examining the significance of IMC”, Journal of Advertising Research, Vol. 40 No. 5, pp. 7-16.
11. Cutler, B.D. and Javalgi, R.G. (1993), “Analysis of print ad features: service versus products”, Journal of Advertising Research, Vol. 33, March, pp. 62-9.
12. Duncan, T.R. (1993), “Integrated marketing? Its synergy: having said that, implementing the plan gets more complicated”, Advertising Age, Vol. 64 No. 10, p. 22.
13. Duncan, T.R. and Everett, S. (1993), “Client perceptions of integrated marketing communications”, Journal of Advertising Research, Vol. 33 May/June, pp. 30-9.
14. Fisk, R.P., Brown, S.W. and Bitner, M.J. (1993), “Tracking the evolution of the services marketing literature”, Journal of Retailing, Vol. 69 No. 1, pp. 61-103.
15. Fisk, R.P., Tansuhaj, P.S. and Crosby, L.C. (1988), SERVMARK: The Electronic Bibliography of Services Marketing Literature, Arizona State University, Tempe, AZ.
16. George, W.R. and Berry, L.L. (1981), “Guidelines for the advertising of services”, Business Horizons, Vol. 24, July/August, pp. 52-6.
17. Grove, S.J., Pickett, G.M. and Laband, D.N. (1995), “An empirical examination of factual information content among service advertisements”, Services Industries Journal, Vol. 15, April, pp. 216-33.
18. Grove, S.J., Pickett, G.M. and Stafford, M.R. (1997), “Addressing the advertising of services: a call to action”, Journal of Advertising, Vol. 24 No. 4, pp. 1-6.
19. Guseman, D.E. (1981), “Risk perception and risk reduction in consumer services”, in Donnelly, J.H. and George, W.R. (Eds), Marketing Services, American Marketing Association, Chicago, IL, pp. 200-4.
20. Hill, D. and Gandhi, N. (1992), “Services advertising: a framework to its effectiveness”, Journal of Services Marketing, Vol. 6 No. 4, pp. 63-75.
21. Hoffman, K.D. and Bateson, J.E.G. (1997), Essentials of Services Marketing, Dryden Press, Fort Worth, TX.
22. Holsti, O.R. (1969), Content Analysis for the Social Sciences and Humanities, Addison-Wesley, Reading, MA.
23. Kassarjian, H.H. (1977), “Content analysis in consumer research”, Journal of Consumer Research, Vol. 4, June, pp. 8-18.
24. Kitchen, P.J. and Schultz, D.E. (1999), “A multi-country comparison of the drive for IMC”, Journal of Advertising Research, Vol. 39 No. 1, pp. 21-38.
25. Kolbe, R.H. and Burnett, M.S. (1991), “Content analysis research: an examination of applications and directives for improving research reliability and objectivity”, Journal of Consumer Research, Vol. 18, September, pp. 243-50.
26. Krugman, D.M., Reid, L.M., Dunn, S.W. and Barban, A.M. (1994), Advertising: Its Role in Modern Marketing, 8th ed., Dryden, Fort Worth, TX.
27. Lane, W.R. and Russell, J.T. (2001), Advertising: A Framework, Prentice-Hall, Upper Saddle River, NJ.
28. Legg, D. and Baker, J. (1987), “Advertising strategies for service firms”, in Suprenant, C. (Ed.), Add Value to Your Service, American Marketing Association, Chicago, IL, pp. 163-8.
29. Lovelock, C.H. (1983), “Classifying services to gain strategic marketing insights”, Journal of Marketing, Vol. 47, Summer, pp. 9-20.
30. Lovelock, C.H. (1994), Product Plus: How Product + Service = Competitive Advantage, McGraw-Hill, New York, NY.
31. Lovelock, C.H. (2001), Services Marketing: People, Technology, Strategy, 4th ed., Prentice-Hall, Upper Saddle River, NJ.
32. Lovelock, C.H. and Wright, L. (1999), Principles of Services Marketing and Management, Prentice-Hall, Upper Saddle River, NJ.
33. McArthur, D.N. and Griffin, T. (1997), “A marketing management view of integrated marketing communications”, Journal of Advertising Research, Vol. 37 No. 5, pp. 19-28.
34. Mattila, A. (2000), “The role of narratives in the advertising of services”, Journal of Services Research, Vol. 3 No. 1, pp. 35-45.
35. Mortimer, K. and Mathews, B.P. (1998), “The advertising of services: consumer views v. normative guidelines”, The Services Industries Journal, Vol. 18 No. 3, pp. 4-19.
36. Murray, K.B. (1991), “A test of services marketing theory: consumer information acquisition activities”, Journal of Marketing, Vol. 55 No. 1, pp. 10-25.
37. Nowak, G.J. and Phelps, J. (1994), “Conceptualizing the integrated marketing communications’ phenomenon: an examination of its impact on advertising practices and its implications for advertising research”, Journal of Current Issues and Research in Advertising, Vol. 16 No. 1, pp. 49-66.
38. Nowak, G.J., Cameron, G.T. and Delorme, D. (1996), “Beyond the world of packaged goods: assessing the relevance of integrated marketing communications for retail and consumer service marketing”, Journal of Marketing Communications, Vol. 2, pp. 173-90.
39. Onkvisit, S. and Shaw, J.J. (1989), “Service marketing: image, branding, and competition”, Business Horizons, January/February, pp. 13-18.
40. Padgett, D. and Allen, D. (1997), “Communicating experiences: a narrative approach to creating service brand image”, Journal of Advertising, Vol. 26 No. 4, pp. 49-62.
41. Parasuraman, A. (1995), “The status of conceptual and empirical work in services: a review and research agenda”, Frontiers in Services Conference, October 5, Nashville, TN.
42. Peltier, J.W., Mueller, B. and Rosen, R.G. (1992), “Direct response versus image advertising”, Journal of Direct Marketing, Vol. 6 No. 1, pp. 40-9.
43. Phelps, J., Plumley, J. and Johnson, E. (1994), “Integrated marketing communications: who is doing what”, paper presented at the 1994 Conference of the American Advertising Academy of Advertising, Tucson, AZ, April.
44. Rapp, S. and Collins, T. (1990), The Great Marketing Turnaround: The Age of the Individual and How to Profit from It, Prentice-Hall, Englewood Cliffs, NJ.
45. Reilly, J.C. (1991), “The role of integrated marketing communications in brand management”, The Advertiser, Fall, pp. 32-5.
46. Schultz, D.E. (1996), “Is IMC finally becoming mainstream?”, Marketing News, July 1.
47. Schultz, D.E. and Kitchen, P.J. (1997), “Integrated communications in US advertising agencies: an exploratory study”, Journal of Advertising Research, Vol. 37 No. 5, pp. 7-18.
48. Schultz, D.E. and Kitchen, P.J. (2000a), Global Communications: An Integrated Marketing Approach, NTC Business Books, Chicago, IL.
49. Schultz, D.E. and Kitchen, P.J. (2000b), “A response to ‘theoretical concept or management fashion’ (integrated marketing communications)”, Journal of Advertising Research, Vol. 40 No. 5, pp. 17-24.
50. Schultz, D.E., Tannenbaum, S.I. and Lauterborn, R.F. (1993), Integrated Marketing Communications, NTC Business Books, Chicago, IL.
51. Shostack, G.L. (1977), “Breaking free from product marketing”, Journal of Marketing, Vol. 41, April, pp. 73-80.
52. Sirgy, M.J. (1998), Integrated Marketing Communication: A Systems Approach, Prentice-Hall, Upper Saddle River, NJ.
53. Snyder, M. (1991), “Rethinking ‘integrated”’, Advertising Age, October 28, p. 32.
54. Stafford, M.R. (1996), “Tangibility in services advertising: an investigation of verbal versus visual cues”, Journal of Advertising, Vol. 25, Fall, pp. 13-28.
55. Stafford, M.R. and Day, E. (1995), “Retail services advertising: the effects of appeal, medium, and service”, Journal of Advertising, Vol. 24, Spring, pp. 57-72.
56. Stafford, M.R. and Stafford, T.F. (2000), “The effectiveness of tensile pricing tactics in the advertising of services”, Journal of Advertising, Vol. 20 No. 2, pp. 45-60.
57. Stone, B. (1994), Successful Direct Marketing Methods, 5th ed., NTC Business Books, Lincolnwood, IL.
58. Tripp, C. (1997), “Services advertising: an overview and summary of research: 1980-1995”, Journal of Advertising, Vol. 26, Winter, pp. 21-38.
59. Upah, G.D. (1983), “Impression management in service marketing: key research issues”, in Berry, L.L., Shostack, G.L. and Upah, G.D. (Eds), Emerging Perspectives on Services Marketing, American Marketing Association, Chicago, IL, pp. 105-7.
60. US Bureau of Economic Analysis (1999), Survey of Current Business, September, Table B3, p. D-28.
61. Willer, D. (1967), Scientific Sociology, Prentice-Hall, Englewood Cliffs, NJ.
62. Zeithaml, V.A. (1981), “How consumer evaluation processes differ between goods and services”, in Donnelly, J.E. and George, W.R. (Eds), Marketing of Services, American Marketing Association, Chicago, IL, pp. 186-90.
63. Zeithaml, V.A. and Bitner, M.J. (2000), Services Marketing: Integrating Customer Focus across the Firm, McGraw-Hill, New York, N\Y.