The evolution of services advertising in a services-driven national economy: An analysis of progress and missed opportunities

Journal of Advertising Research

Volumn 51, Issue SUPPL. 1, 2011, Pages 136-152

  Stafford, Marla B Royne ^a   Reilly, Tim ^b   Grove, Stephen J ^c   Carlson, Les ^b   Bhandari, Rishi ^d   Copeland, John ^d  

^a UNIVERSITY OF MEMPHIS   (United States)

^b UNIVERSITY OF NEBRASKA LINCOLN   (United States)

^c CLEMSON UNIVERSITY   (United States)

^d MCKINSEY AND COMPANY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 85032069467     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/JAR-51-1-136-152     Document Type: Article

References (89)

1. Abernethy, Avery M., and Daniel D. Butler. "Accountant Yellow Pages Advertising: Current Practice and Consumer Desires." Services Marketing Quarterly 16, 1 (1998): 159.
2. Abernethy, Avery M., and Daniel D. Butler. "Yellow Pages Advertising Strategy for Attorneys," Services Marketing Quarterly 18, 2 (1999): 21.
3. Abernethy, Avery M., and James I. Gray. "Radio Advertising Information Strategy: Differences Between Services and Products." Journal of Services Marketing 11, 4/5 (1997): 344.
4. Abernethy, Avery M., and David Laband. "Influences on the Purchase of Yellow Page Display Advertisements." Journal of Advertising Research 39, 5 (1999): 15-25.
5. Advertising Age. "100 Leading National Advertisers: 2010 edition." Advertising Age, June 20, 2010 [URL: http://adage.com/datacenter/article?article_id=144208 ].
6. Albers-Miller, Nancy D., and Marla Royne Stafford. "International Services Advertising: An Examination of Variation in Appeal Use for Experiential and Utilitarian Services." Journal of Services Marketing 13, 4/5 (1999): 390.
7. Albers-Miller, Nancy D., and Robert D. Straughan. "Financial Services Advertising in Eight Non-English Speaking Countries." International Journal of Bank Marketing 18, 7 (2000): 347.
8. Bang, Hae-Kyong, and Moon Young Cook. "A Comparison of Services Advertising Strategies Used in US and Korean Magazine Ads: a Content Analysis." Journal of Services Marketing 16, 5 (2002): 443.
9. Becker, Boris W., and Dennis Kaldenberg. "Advertising by Professionals: Causes and Consequences." Journal of Current Issues & Research in Advertising 20, 2 (1998): 51.
10. Booms, B. H., and M. J. Bitner. "Marketing Strategies and Organization Structures for Service Firms." In J. H. Donnelly and W. R. George, eds., Marketing of Services. Chicago, IL: American Marketing Association, 1981.
11. Boshoff, Christo. "Service Advertising: An Exploratory Study of Risk Perceptions." Journal of Service Research 4, 4 (2002): 290-298.
12. Butcher, Ken, and Janelle McPhail. "Will the Next Generation of Professionals Advertise more?" Services Marketing Quarterly 16, 1 (1998): 123.
13. Carlson, Les, Stephen J. Grove, and Michael J. Dorsch. "Services Advertising and Integrated Marketing Communications: An Empirical Examination." Journal of Current Issues & Research in Advertising 25, 2 (2003): 69-82.
14. Chan, Ricky Y. K., T. K. P. Leung, and Y. H. Wang. "The Effectiveness of Environmental Claims for Services Advertising." Journal of Services Marketing 20, 4 (2006): 233-250.
15. Clow, Kenneth E., Donald Baack, and Chris Fogliasso. "Reducing Perceived Risk Through Advertising Service Quality Cues." Services Marketing Quarterly 16, 2 (1998): 151.
16. Clow, Kenneth E., Carolyn Tripp, and James T. Kenny. "The Importance of Service Quality Determinants in Advertising a Professional Service: An Exploratory Study." Journal of Services Marketing 10, 2 (1996): 57.
17. Cobb-Walgren, Cathy J., and Lois A. Mohr. "Symbols in Service Advertisements." Journal of Services Marketing 12, 2/3 (1998): 129.
18. Cooper, Harris M. Synthesizing Research: A Guide for Literature Reviews, 3rd ed. Thousand Oaks, CA: Sage Publications (1998):
19. Cutler, Bob D., Chris Moberg, and Kurt Schimmel. "Attorney Advertising: The Link Between Ad Cues and Consumer Search Criteria." Services Marketing Quarterly 19, 1 (1999): 1.
20. Day, Ellen, and Marla Royne Stafford. "Age-Related Cues in Retail Services Advertising: Their Effects on Younger Consumers." Journal of Retailing 73, 2 (1997): 211-233.
21. Dellinger, A. B., and N. L. Leech. "Toward a Unified Validation Framework in Mixed Methods Research." Journal of Mixed Methods Research 1, 4 (2007): 309-332.
22. Fisk, Raymond P., and Stephen J. Grove. "The Evolution and Future of Services: Building a Multidisciplinary Field." In Handbook of Service Science, P. P. Maglio, C. A. Kieleszewki, and J. C. Spohrer, eds. New York: Springer, 2010.
23. Fisk, Raymond P., Stephen W. Brown, and Mary Jo Bitner. "Tracking the Evolution of Services Marketing Literature." Journal of Retailing 69, 1 (1993): 61-103.
24. Fugate, Douglas L. "The Advertising of Services: What is an Appropriate Role for Humor?" Journal of Services Marketing 12, 4/5 (1998): 453.
25. Fugate, Douglas L., Jerry B. Gotlieb, and Dawn Bolton. "Humorous Services Advertising: What Are the Roles of Sex, Appreciation of Humor, and Appropriateness of Humor?" Services Marketing Quarterly 21, 1 (2000): 9-22.
26. Furrer, O., and P. Sollberger. "The Dynamics and Evolution of the Service Marketing Literature: 1993-2003." Service Business 1, 2 (2007): 93-117.
27. Gelb, Betsy D., and Marilyn Y. Jones. "Promoting Physician Referral Services." Marketing Health Services 17, 3 (1997): 22-25.
28. Green, Corliss. "Communicating Service Quality: Are Business-to-Business Ads Different?" Journal of Services Marketing 12, 2/3 (1998): 165.
29. Grove, Stephen J., Les Carlson, and Michael J. Dorsch. "Addressing Services' Intangibility Through Integrated Marketing Communication: An Exploratory Study." Journal of Services Marketing 16, 5 (2002): 393.
30. Grove, Stephen J., Les Carlson, and Michael J. Dorsch. "Comparing the Application of Integrated Marketing Communication (IMC) in Magazine Ads Across Product Type and Time." Journal of Advertising 36, 1 (2007): 37-54.
31. Grove, Stephen J., Raymond P. Fisk, and Joby John. "The Future of Services Marketing: Forecasts From Ten Services Experts." Journal of Services Marketing 17, 2 (2003): 107-121.
32. Grove, Stephen J., Gregory M. Pickett, and Marla Royne Stafford. "Addressing the Advertising of Services: A Call to Action." Journal of Advertising 26, 4 (1997): 1-6.
33. Ha, Louisa. "Advertising Appeals Used by Services Marketers: A Comparison." Journal of Services Marketing 12, 2/3 (1998): 98.
34. Hart, Christopher. Doing a Literature Review: Releasing the Social Science Research Imagination. Thousand Oaks, CA: Sage Publications, 1999.
35. Heischmidt, Kenneth, John Elfrink, and Betsy Mays. "Professional Accounting Services: Types of Marketing Communications Used by CPAs." Services Marketing Quarterly 23, 3 (2002): 63.
36. Herrington, J. Duncan, James G. Lollar, Michael J. Cotter, and James A. Henley Jr. "Comparing Intensity and Effectiveness of Marketing Communications: Services vs. Non-Services." Journal of Advertising Research 36, 6 (1996): 61-72.
37. Hill, Donna J., Jeff Blodgett, Robert Baer, and Kirk Wakefield. "An Investigation of Visualization and Documentation Strategies in Services Advertising." Journal of Service Research 7, 2 (2004): 155-166.
38. Hite, Robert E., Faye S. McIntyre, and Richard K. Burke. "Advertising by Accountants: The Industrial User's Perspective." Services Marketing Quarterly 21, 2 (2000): 1.
39. Huberman, A. Michael, and Matthew B. Miles. The Qualitative Researcher's Companion. Thousand Oaks, CA: Sage Publications, 2002.
40. Li-Ping Tang, Thomas, H. Ronald Moser, and M. Jill Austin. "Attitudes Toward Advertising by Accountants: Scale Validation and Application." Services Marketing Quarterly 23, 3 (2002): 35.
41. Lovelock, Christopher. "Classifying Services to Gain Strategic Marketing Insights." Journal of Marketing 47, Summer (1983): 9-20.
42. Lovelock, Christopher, and Jochen Wirtz. Services Marketing: People, Technology, Strategy. Upper Saddle River, NJ: Prentice-Hall, 2011.
43. Maglio, Paul P., and Jim Spohrer. "Fundamentals of Service Science." Journal of the Academy of Marketing Science 36, 1 (2008): 18-20.
44. Mathur, Lynette Knowles, and Ike Mathur. "Services Advertising and Providing Services on the Internet." Journal of Services Marketing 12, 6 (1998): 334.
45. Mathur, Lynette Knowles, Ike Mathur, and Kimberley C. Gleason. "Services Advertising and Providing Services on the Internet." Journal of Services Marketing 12, 5 (1998): 334-347.
46. Mattila, Anna S. "Do Emotional Appeals Work for Services?" International Journal of Service Industry Management 10, 3 (1999): 292.
47. Mattila, Anna S. "The Role of Narratives in the Advertising of Experiential Services." Journal of Service Research 3, 1 (2000): 35-45.
48. Mittal, Banwari. "The Advertising of Services: Meeting the Challenge of Intangibility." Journal of Service Research 2, 1 (1999): 98-116.
49. Mittal, Banwari. "Services Communications: From Mindless Tangibilization to Meaningful Messages." Journal of Services Marketing 16, 5 (2002): 424.
50. Mortimer, Kathleen. "Services Advertising: The Agency Viewpoint." Journal of Services Marketing 15, 2/3 (2001): 131.
51. Mortimer, Kathleen. "Integrating Advertising Theories with Conceptual Models of Services Advertising." Journal of Services Marketing 16, 5 (2002): 460.
52. Moser, H. Ronald. "An Empirical Analysis of Consumers' Attitudes Toward Legal Services Advertising: A Longitudinal View." Services Marketing Quarterly 26, 4 (2005): 39-56.
53. Moser, H. Ronald. "An Empirical Analysis of Consumers' Attitudes toward Physicians' Services Advertising: A Comparative Cross-Sectional Study." Services Marketing Quarterly 29 3 (2008): 75-98.
54. Moser, H. Ronald, and Gordon L. Freeman. "An Empirical Analysis of Consumers' Attitudes Toward Chiropractic Services Advertising: A Comparative Cross-Sectional Study." Services Marketing Quarterly 31, 2 (2010): 253-274.
55. Moser, H. Ronald, and Horace E. Johns. "An Empirical Analysis of Consumers' Attitudes Toward Attorney Advertising." Services Marketing Quarterly 15, 1 (1996): 85-104.
56. Moser, H. Ronald, Robert G. Colvard, and M. Jill Austin. "Consumers' Attitudes Toward Advertising by Accounting Professionals." Services Marketing Quarterly 20, 2 (2000): 5-18.
57. Nowak, Glen J., and Joseph Phelps. "Conceptualizing the Integrated Marketing Communications' Phenomenon: An Examination of its Impact on Advertising Practices and its Application for Advertising Research." Journal of Current Issues and Research in Advertising 16, 1 (1994): 49-66.
58. Padgett, Dan, and Douglas Allen. "Communicating Experiences: A Narrative Approach to Creating Service Brand Image." Journal of Advertising 26, 4 (1997): 49-62.
59. Parasuraman, A. "The Status of Conceptual and Empirical Work in Services: A Review and Research Agenda." Frontiers in Services Marketing Conference, Nashville, TN, 1995.
60. Parkinson, Michael G., and Sabrina Neeley. "Attorney Advertising: Does It Meet Its Objective?" Services Marketing Quarterly 24, 3 (2003): 17-28.
61. Reynolds, Daniel L. "The Past, Present, and Future of Legal Services Advertising and the First Amendment: A Review of Judicial Decisions and Published Research Articles." Services Marketing Quarterly 27, 3 (2006): 1-15.
62. Roth, Martin S., and Jean B. Romeo. "Co-Promotions Drive Health Plan Satisfaction and Subscriber Appeal." Marketing Health Services 19, 4 (1999): 20-27.
63. Sanchez, Maria H., and Peter M. Sanchez. "What Consumers Want from Physician Web Sites: An Exploratory Analysis." Services Marketing Quarterly 28, 2 (2006): 25-40.
64. Siu, Wai Sum, and Man Yi Fung. "Hotel Advertisement in China: A Content Analysis." Services Marketing Quarterly 17, 2 (1998): 99.
65. Smith, Katherine T., and L. M. Smith. "Use of Professional Journal Ads to Promote Accounting Services." Services Marketing Quarterly 17, 2 (1998): 109.
66. Smith, Rachel, and Alan J. Bush. "Using the Incomplete Information Framework to Develop Service Provider Communication Guidelines." Journal of Services Marketing 16, 6 (2002): 535.
67. Spears, Nancy, Audhesh K. Paswan, and Marlene Kahla. "Services Dominated by Maximal versus Minimal-Self Contexts: Verbal versus Visual Cues in Services Advertising." Journal of Current Issues & Research in Advertising 28, 2 (2006): 65-76.
68. Stafford, Marla Royne. "Tangibility in Services Advertising: An Investigation of Verbal versus Visual Cues." Journal of Advertising 25, 3 (1996): 13-28.
69. Stafford, Marla Royne. "Advertising Sex-Typed Services: The Effects of Sex, Service Type, and Employee Type on Consumer Attitudes." Journal of Advertising 27, 2 (1998): 65-82.
70. Stafford, Marla Royne. "International Services Advertising (ISA): Defining the Domain and Reviewing the Literature." Journal of Advertising 34, 1 (2005): 65-86.
71. Stafford, Marla Royne, and Ellen Day " Retail Services Advertising: The Effects of Appeal, Medium, and Service." Journal of Advertising 24, 1 (1995): 57-71.
72. Stafford, Marla Royne, and Thomas F. Stafford. "The Effectiveness of Tensile Pricing Tactics in the Advertising of Services." Journal of Advertising 29, 2 (2000): 45-58.
73. Stafford, Marla Royne, and Thomas F. Stafford. "Advertising the Service Offering: The Effects of Preference Heterogeneity, Message Strategy and Gender on Radio Commercial Effectiveness." Journal of Current Issues & Research in Advertising 23, 1 (2001): 17.
74. Stafford, Marla Royne, Ashley J. Kilburn, and Charlotte A. Allen. "The Use of Pricing Information in Service Advertisements: A Comparison of Retail Versus Professional Services." Services Marketing Quarterly 27, 1 (2005): 1-22.
75. Stafford, Marla Royne, Thomas F. Stafford, and Ellen Day. "A Contingency Approach: The Effects of Spokesperson Type and Service Type on Service Advertising Perceptions." Journal of Advertising 31, 2 (2002): 17-35.
76. Stauss, Bernd, Kai Englemann, Anji Kremer, and Achim Luhn. Services Science: Fundamentals, Challenges, and Future Development. New York: Springer, 2008.
77. Stern, Barbara B. "Advertising Intimacy: Relationship Marketing and the Services Consumer." Journal of Advertising 26, 4 (1997): 7-19.
78. Tai, Susan H. C., and Ricky Y. K. Chan. "Cross-Cultural Studies on the Information Content of Service Advertising." Journal of Services Marketing 15, 6/7 (2001): 547.
79. Tauber, Edward M. "Advertising in a Service Economy." Journal of Advertising Research 26, April/May (1986): 9-9.
80. Torres, Ivonne M., and Elten Briggs. "Does Hispanic-targeted Advertising Work for Services?" Journal of Services Marketing 19, 3 (2005): 150-156.
81. Tran, Thuhang T., and H. Ronald Moser. "Attitudes Toward Advertising by Veterinarians: Scale Validation and Application." Services Marketing Quarterly 27, 1 (2005): 93-107.
82. Trebbi, George G., Thomas J. Hayes, and Mary Walker. "Characteristics of Lawyers Portrayed in Television Advertising: The Effects of Preference." Services Marketing Quarterly 19, 1 (1999): 73.
83. Tripp, Carolyn. "Services Advertising: An Overview and Summary of Research, 1980-1995." Journal of Advertising 26, 4 (1997): 21-38.
84. Tscheulin, Dieter K., and Bernd Helmig. "The Optimal Design of Hospital Advertising by Means of Conjoint Measurement." Journal of Advertising Research 38, 3 (1998): 35-46.
85. Turley, L. W. "Comparing the Content of Televised Service Commercials for Professional and Nonprofessional." Services Marketing Quarterly 16, 2 (1998): 113.
86. Turley, L. W., and Scott W. Kelley. "A Comparison of Advertising Content: Business to Business Versus Consumer Services." Journal of Advertising 26, 4 (1997): 39-48.
87. Vargo, Stephen L., and Robert F. Lusch. "Evolving to a New Dominant Logic for Marketing." Journal of Marketing 68, 1 (2004): 1-17.
88. Whitman, Douglas, and Surendra N. Singh. "Advertising by Attorneys: New Developments." Journal of Current Issues & Research in Advertising 19, 1 (1997): 67.
89. Yavas, Ugur, and Glen Riecken. "Attitudes of US Doctors and Dentists Towards Advertising: A Comparative Study." International Journal of Advertising 20, 3 (2001): 341-359.