Services Dominated by Maximal versus Minimal-Self Contexts: Verbal versus Visual Cues in Services Advertising

Spears, Nancy; Paswan, Audhesh K.; Kahla, Marlene C.

doi:10.1080/10641734.2006.10505199

Cited by 4 publications

(4 citation statements)

References 41 publications

(47 reference statements)

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“…First of all, only the magazine press was used as media. It is possible that the nature of the media influences the advertising strategy used (Spears et al , 2006), and the replication of the study for other media would enable one to generalize (or not) the initial findings. Next, preliminary research has highlighted the importance of national context, while this study was limited to the French context.…”

Section: Discussionmentioning

confidence: 99%

“…All the advertisements in the selected magazines were analyzed, whatever their format. Any single advertisement was only analyzed once in order not to deform the results by taking into account the advertising pressure from a particular brand or industry (Spears et al , 2006). The advertising messages were coded separately by the authors.…”

Section: Empirical Researchmentioning

confidence: 99%

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Are services advertised differently? An empirical examination

Decaudin

Lacoste

2010

Journal of Services Marketing

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PurposeThe objective of this paper is to study the relevance of a specific approach to services advertising by testing the absolute and relative impact of the product/service variable on advertising strategy.Design/methodology/approachA content study of 4,233 press advertisements, taken from generalist magazines, was conducted using an original analytical framework based on competitive advantage. This framework was used to measure the impact on the advertising strategy of the following variables: type of offer, type of market and industry.FindingsThe research indicates that three variables significantly influence advertising strategy: type of offer, type of market, and industry. However, the type of industry is the most influential variable. The study shows that the product/service contrast alone cannot adequately explain the choice of advertising strategy.Research implications/limitationsThe conclusions indicate that the product‐service variable should not be used in isolation, but rather in combination with other variables such as the type of target and the nature of the sector. The research, however, does not enable one to determine the relevance of the advertising choices highlighted.Practical implicationsThe framework can enable one to link marketing strategy to advertising strategy. It enables one to clearly pose the problem of advertising strategy upstream from questions of creative approach and executional tools.Originality/valueThis research shows that the product/service variable is not the best explanatory variable of the advertising strategy.

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Section: Discussionmentioning

confidence: 99%

Section: Empirical Researchmentioning

confidence: 99%

Are services advertised differently? An empirical examination

Decaudin

Lacoste

2010

Journal of Services Marketing

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show abstract

“…The message could be conveyed in written and/or visual form. We considered that the main message was the one occupying most of the space in the advertisement (Spears, Paswan, and Kahla 2006). In order to determine which strategy each advertisement illustrated, we conducted a content analysis by mutual agreement.…”

Section: Methodsmentioning

confidence: 99%

Airlines: Standardize Your International Advertising!

Decaudin

Lacoste

2022

Journal of Travel Research

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The aim of this article is to determine whether it is appropriate to standardize airline communication at the international level. Most previous research on international services advertising has carried out content analyses only, without measuring effectiveness. The contribution of this article lies in measuring the effectiveness of advertising strategies in an international service sector. The reaction of consumers to specific advertisements in France and the United Kingdom (UK) was measured. A sample of 200 consumers from these two countries were exposed to various airline advertising campaigns representing the five main advertising strategies presented in the literature. The effectiveness of each advertising strategy was measured. The results show that there are no major differences in the effectiveness of the different advertising strategies in France and the UK. These findings seem to indicate that when airlines are present in the two countries, they should standardize their advertising communication.

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“…That is, the verbal cues served not only to describe the generic service, but also the service brand itself (Stafford, 1996). In addition, researchers (e.g., Kaufmann and Raaheim, 1973;Mitchell, 1986;Spears, 2006) claim that verbal symbols can be used as elements with which to build congruence within an ad. Words perform this function well because they have a narrower range or fewer layers of implications, which means that words can describe and explain meanings more exactly.…”

Section: Verbal Stimulimentioning

confidence: 99%

Video VS. audio as modes of promoting tourist destinations: The case of Hangzhou, China

Zhou

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Services Dominated by Maximal versus Minimal-Self Contexts: Verbal versus Visual Cues in Services Advertising

Cited by 4 publications

References 41 publications

Are services advertised differently? An empirical examination

Are services advertised differently? An empirical examination

Airlines: Standardize Your International Advertising!

Video VS. audio as modes of promoting tourist destinations: The case of Hangzhou, China

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