Notes that previous research suggests the components of perceived service quality are industry specific, and that calls have been made for academics to integrate their theory into practice. Investigates the effects of demographic factors on users and observers of perceived hospital quality. Reports results suggesting perceived quality is industry specific, users and observers differ in their perceptions of hospital quality and demographic factors do make a difference in perceived hospital quality.

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Discusses how basic differences between services and products may affect advertising strategy and tactics. Examines a large number of broadcast radio adverts to study the information strategy used in service and product advertisements. Posits that the information commonly used in adverts for services and products was found to differ sharply. Presents one rationale for these information differences using concepts from the services literature. Offers suggestions for improving broadcast advertising effectiveness for service marketers.

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Employs content analysis of advertisements for both products and services in 13 major newspapers. Seeks to understand how advertising information on service providers is integrated into service advertising strategy. Suggests that service advertising is far more likely than product advertising to contain information about contact people. Offers ways of improving the advertising strategy of service marketers.