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Advertising

Asthemostdominantformofcommunicationinconsumermarketing,advertisingisoftenthefirstpointofcontactbetweenservicemarketersandtheircustomers,servingtobuildawareness,inform,persuade,andremind.Advertisingplaysavitalroleinprovidingfactualinformationaboutservicesandeducatingcustomersaboutproductfeaturesandcapabilities.Todemonstratethisrole,StephenGrove,GregoryPickett,andDavidLabandcarriedoutastudycomparingnewspaperandtelevisionadvertisingforgoodsandservices.Basedonareviewof11,543televisionadvertisementsovera10-monthPeriodandof30,940newspaperdisplayadvertisementsthatappearedovera12-monthperiod,theresearchersfoundthatadsforservicesweresignificantlymorelikelythanthoseforgoodstocontainfactualinformationonprice,guarantees/warranties,documentationofperformance,andavailability(where,when,andhowtoacquireproducts).

oneofthechallengesfacingadvertisersishowtogettheirmessagesnoticedTelevisionandradiobroadcastsareclutteredwithcommercials,whereasnewspapersandmagazinessometimesseemtocontainmoreadsthannewsandfeatures.HowcanafirmhopetostandoutfromthecrowdLonger,loudercommercialsandlarge-formatadsarenotnecessarilytheanswer.Someadvertisersstandoutbyusingstrikingdesignsoradistinctivelydifferentformat.Tocatchreaders’attention,theHumaneSocietyusedablack-and-whitesketchofawinsomepuppyinamagazineinwhicheveryoneelsewasadvertisingincolor(Figure5-6).

Abroadarrayofpaidadvertisingmediaisavailable,includingbroadcast(TVandradio),print(magazinesandnewspapers),movietheaters,andmanytypesofoutdoormedia(posters,billboards,electronicmessageboards,andtheexteriorsofbusesorbicycles).Somemediaaremorefocusedthanothers,targetingspecificgeographicareasoraudienceswithaparticularinterest.Advertisingmessagesdeliveredthroughmassmediaareoftenreinforcedbydirect-marketingtools,suchasmailings,telemarketing,faxes,ore-mail.

DirectMarketing

Thiscategoryembracesmailings,recordedtelephonemessages,faxes,ande-mail.Thesechannelsofferthepotentialtosend