| Автор | Turley, L. W. |
| Дата выпуска | 1998 |
| dc.description | ABSTRACTThis study uses content analysis as a methodology to compare the information in 153 televised ads for professional and nonprofessional services. Variables compared include brand name strategies, music usage, message sources, quality claims and price information. The findings suggest that professional and nonprofessional service commercials significantly differ in the use of brand name strategies, music usage and message sources in television commercials, while no significant differences are found in the use of quality claims or price information. This suggests that different kinds of service firms require divergent promotion strategies, a concept which has not been emphasized in the services literature. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Comparing the Content of Televised Service Commercials for Professional and Nonprofessional Services |
| Тип | research-article |
| DOI | 10.1300/J090v16n02_06 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 16 |
| Первая страница | 113 |
| Последняя страница | 127 |
| Аффилиация | Turley, L. W.; Department of Marketing, College of Business Administration, Western Kentucky University |
| Выпуск | 2 |
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