Comparing the Relative Impact of Services and Non-Services Advertising

Herrington, J. Duncan; Henley, James A.

doi:10.1300/j057v05n02_08

Cited by 7 publications

(7 citation statements)

References 18 publications

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“…Because of the difficulty in evaluating service quality, especially prior to a purchase decision, Freiden and Goldsmith (1989) suggest that promotional messages that emphasize service quality will be more effective in influencing perceptions of quality and the purchase decision than ads that do not utilize any service quality cues. This thought is reinforced by Herrington and Henley (2000) in the discussion of their results, which indicated that ads for services are as effective as ads for goods in the short‐run and in the long‐run, and in terms of carry‐over effect, may be even more effective. According to Herrington and Henley (2000), “Perhaps most consumers are quite capable of developing attitudes toward intangible services with the help of cues or physical evidence.”…”

Section: Service Qualitymentioning

confidence: 99%

“…In today's competitive market, companies not only must advertise to ensure their success, but they also must be sure they are using their advertising dollars wisely to generate the highest possible sales from advertising dollars that are being invested. In a comparative study of advertising expenditures, it was found that service companies spend considerably less on advertising than do companies marketing goods (Herrington and Henley, 2000). This may be due to the difficulty in communicating effectively the attributes of a service because of the unique characteristics of services, especially intangibility.…”

Section: Introductionmentioning

confidence: 99%

“…In examining the effectiveness, however, of service advertising, Herrington and Henley (2000) found advertising of services was as effective as advertising of goods. This is very encouraging for advertising agencies and creatives who are responsible for developing service ads.…”

Section: Introductionmentioning

confidence: 99%

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The relationship of the visual element of an advertisement to service quality expectations and source credibility

Clow

James

Kranenburg

et al. 2006

Journal of Services Marketing

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PurposeThe purpose of this paper is to investigate the relationship of the visual element in a print advertisement to service quality expectations and to the source credibility score when a model or spokesperson is used in a service ad.Design/methodology/approachData were collected from 230 college students at three different Midwestern universities using an experimental design. Three different ads were designed promoting a fictitious brand of automobile insurance, Top Tier. While the copy remained the same, the visual was changed to reflect three different types of visual strategies.FindingsThe results of the study indicate that both source credibility and service quality evaluations have a definite impact on attitude towards the ad and purchase intentions of a service and the type of visual element used is important in the ad evaluation process.Research limitations/implicationsFuture research needs to examine the relationship between source credibility and attitude towards the ad to determine which is the antecedent. Because of the student sample, use of only one creative message strategy, and one service industry, future research needs to replicate this study for additional creative message strategies and other service industries.Practical implicationsThe findings of this research are important for creatives in designing service ads. If a model or spokesperson is used in the print ad, then source credibility is an important factor. Further, it is important to embed service quality cues in the ad to increase viewers' expectations of the service, thus enhancing purchase intentions.Originality/valueThis paper provides valuable information to creatives and researchers in the role of the visual element in evaluation of service quality expectations and source credibility. The paper provides an initial foundation for future research and future exploration.

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Section: Service Qualitymentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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The relationship of the visual element of an advertisement to service quality expectations and source credibility

Clow

James

Kranenburg

et al. 2006

Journal of Services Marketing

View full text Add to dashboard Cite

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“…It has been observed that advertising is a core ingredient of the marketing mix and is effective in generating sales (Herrington & Henley, 2000). Advertising leads to the generation of a positive attitude towards a specific product and it can be expected that such attitude will result in a corresponding positive behaviour (Herr & Fazio, 1993).…”

Section: Review Of Literaturementioning

confidence: 99%

Exploring the Influence of Celebrity Credibility on Brand Attitude, Advertisement Attitude and Purchase Intention

Singh

Banerjee

2018

Global Business Review

118

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The celebrity credibility scale developed by Singh and Banerjee [Singh, R. P., & Banerjee, N. (2018). A study on exploring the factors influencing celebrity endorsement credibility. Global Business Review, 19(2), 494–509.] which is validated in the Indian context with the addition of some items based on Indian culture and psychometric properties is further tested. The scale items are earlier tested in general terms without any reference to a celebrity. For this study, four major two-wheeler brands in India, which are endorsed by celebrities, are considered. The present study consists of 380 participants. This study tries to explore the influence of celebrity credibility on consumers’ brand attitude and advertisement attitude. Subsequently, the influence of brand attitude and advertisement attitude on consumers’ purchase intention is studied. The study reveals celebrity credibility has a significant influence on consumers’ attitude towards the brand and advertisement, also in the case of purchase intention; both brand attitude and advertisement attitude built on celebrity credibility has positive significant influence. The present study supports the celebrity credibility scale items of Singh and Banerjee (2018). The overall effect of celebrity credibility is positively significant with other constructs; this proves that the scale items are robust and relevant in clarifying celebrity credibility properly.

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“…Advertising is an important tool for service marketers to promote their services to consumers, and perceived risk can be reduced by ensuring that the advertisement contains tangible cues associated with the service as indicators of the level of quality (Herrington and Henley, 2000). Since consumers often find it difficult to understand service offerings, they prefer to have vivid information such as a description or dramatization of the service encounter and factual cues.…”

Section: Introductionmentioning

confidence: 99%

The relationship of cultural values and message strategies in service advertising

Tai

2004

Marketing Intelligence &Amp; Planning

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Differences in cultural values may result in perceptual differences and thus necessitate the use of different advertising message strategies in different cultures. This paper tests the relationship between cultural values and advertising message strategies employed in service advertising using the affective response approach, rather than content analysis. The results show that Hong Kong advertisers use significantly more transformational messages than in US services advertising. Advertising message strategies and cultural values often relate in a non-random way. Informational message strategy and realistic culture are found to be strongly associated. When societies are more materialistic, advertisers are more likely to use transformational messages due to the high correlation between materialism and brand image. The result also shows that masculine culture, and cultures with long-term orientation, idealism or low individualism are more likely to adopt transformational message strategy.

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Comparing the Relative Impact of Services and Non-Services Advertising

Cited by 7 publications

References 18 publications

The relationship of the visual element of an advertisement to service quality expectations and source credibility

The relationship of the visual element of an advertisement to service quality expectations and source credibility

Exploring the Influence of Celebrity Credibility on Brand Attitude, Advertisement Attitude and Purchase Intention

The relationship of cultural values and message strategies in service advertising

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