Services

MARLA B. ROYNE

TIM REILLY

STEPHEN J. GROVE

LES CARLSON

STAFFORD

College of Business

College of Business

College of Business

Administration,

and Behavioral

Administration,

Business and Economics,

University of

Science, Clemson

University of

University of Memphis

Nebraska-Lincoln

University

NebraskaLincoln

Fogelman College of

Insights from

Rishi Bhandari

John Copeland

McKinsey & Company

McKinsey & Company

The Evolution of Services Advertising in

aServices-Driven National Economy
An Analysis of Progress and Missed Opportunities
With services continuing to dominate the gross domestic product, the marketing and
advertising of services remain a core issue in the discipline. Because of their generally
intangible nature, however, services often face unique challenges in developing
effective and appropriate advertising strategies. Given the importance of promotional
decisions to service practitioners, an assessment of the current literature guiding
services-advertising decisions is important. In 1997, Carolyn Tripp published an
overview of the services-advertising literature covering a 15-year period corresponding
to services-marketings emergence and early development. Her overall conclusion
was that the services-advertising literature lagged behind the services-marketing field
in general. As a result, she proposed several specific areas that needed attention
and suggestions for enhancing the quality of research on services advertising. In this
paper, we provide an update to this research by identifying, classifying, and analyzing
articles on services advertising that have been published since 1997. Although a
number of services-advertising articles seem to have heeded Tripps various concerns,
there is still much to be done on the topic. Hence, we provide additional direction for
All authors contributed equally to
this article

136 JOURNAL

needed areas of research in the area of services advertising.

OF ADVERTISING RESEARCH March 2011 Supplement

DOI: 10.2501/JAR-51-1-136-152

Services

INTRODUCTION

1993). In addition to identifying key con-

With services continuing to dominate the

tributors to the study of services advertis-

gross domestic product, the marketing

ing, the article also brought attention to

and advertising of services remain a core

the shortages and surpluses that existed

topic in the discipline, although the most

with respect to the topic.

recent efforts are grounded in the multi-

Despite the progression of the serv-

disciplinary topic of service science

ices-marketing literature, Tripps overall

(Fisk and Grove, 2010; Maglio and Spo-

assessment in 1997 was that the develop-

her, 2008; Stauss, Englemann, Kremer, and

ment of the services-advertising litera-

Luhn, 2008). Even within this emerging

ture lagged behind the services field in

topicor, perhaps, because of itthere is

general and had yet to progress beyond

a critical need to remain focused on sev-

the scurrying-about (i.e., thriving, but

eral areas related to services and, in par-

lacking respect and sophistication) phase.

ticular, effective and efficient promotional

Hence, Tripp argued that services-adver-

strategies for service providers.

tising research needed to expand its focus

Because of their generally intangible

beyond its typically limited context (i.e.,

nature, services often face unique chal-

pursue other than industry specific inquir-

lenges in developing effective advertis-

ies), improve the methodological rigor of

ing strategies. Hence, a body of literature

the research findings (i.e., utilize better

related to the advertising of services has

sampling frames and enhanced reliability

developed over the years. Yet, it is not

and validity assessments), examine critical

clear whether the development of this

message factors (i.e., focus on compara-

knowledge has kept pace with the contin-

tive advertising, celebrity endorsers, inte-

ued growth of services in our economy.

grated marketing communications) more

Given

the

promo-

thoroughly, and strive to become more

tional decisions to service practition-

theoretically driven (i.e., develop pro-

ers,

grammatic efforts anchored in established

an

literature

importance

assessment
guiding

of

of
the

current

services-advertising

decisions is critical. In 1997, in a Journal of

entitled

Much has occurred in the years since

Services

Tripps 1997 examination of services

Advertising: An Overview and Summary

advertising. In addition to its continued

of Research, 19801995, Carolyn Tripp

dominance as a key element of the U.S.

recognized a gap in our understanding

economy, services have become major

and appreciation of services advertising

components of the economies of devel-

(Abernathy and Butler, 1992; Parasura-

oped nations around the globe (Lovelock

man, 1995; Stafford and Day, 1995; Tauber,

and Wirtz, 2011). Meanwhile, the field

1986) and published detailed findings that

of services marketing has continued to

provided an extensive overview of the

evolve and mature and is now consid-

subject.

ered one of many areas that underpin the

Advertising

paper

communication theory).

Specifically, Tripps effort documented

emerging multidisciplinary focus of ser-

the amount and type of research that had

vice science that is broad in its scope and

been conducted about services advertis-

application (Fisk and Grove, 2010; Maglio

ing over a 15-year period in the evolution

and Spohrer, 2008; Stauss et al., 2007).

of the services-marketing field extending

The early struggles to establish services

from the end of its crawling-out phase

as a legitimate area of concern within the

(i.e., 1980), through its walking-erect

marketing discipline are long gone and,

period (i.e., 1995; Fisk, Brown, and Bitner,

remarkably, there is growing acceptance

Classic Excerpt: Services

Advertising
in a Service
Economy
Edward Tauber
Authors Note: This focuses on a key
issue: advertising for services is often
different than advertising for goods.

Those of you in advertising, market research, and consulting are

service marketers. If we are rapidly
becoming a service economy, why
do we not place more emphasis on
the advertising and promotion of
services?
It seems to me that advertising
research on services would be different. We have published articles
on advertising in the various professionsmedical, dental, accounting,
law, and so on. Still, the bias seems
to be toward products.
There have been some interesting debates about whether marketing services is any different than
marketing products. Certainly there
are some issues such as inventory, distribution, packaging, and
so on that do not apply to services. In advertising, selling services
definitely is big business and growing. Is there anything unique about
researching the intangible service?
Do we need new tools?
Edward Tauber, Advertising in a
Service Economy. Journal of Advertising Research 26, 2 (1986): 9.

March 2011 Supplement JOURNAL

OF ADVERTISING RESEARCH 137

Services

of a service orientation as the major force

presented here reflects these characteris-

entries, all articles citing the 1997 Tripp

in marketing (Vargo and Lusch, 2004). Yet,

tics. Ultimately, this examination should

piece were identified and analyzed for

even as the field of services inquiry has

allow us to discern whether services-

potential inclusion.

gained acceptance and grown, issues per-

advertising inquiry reflects the broad-

To be included in this review, an article

taining to the marketing of services per-

ening, deepening, and sharpening of the

had to contribute specifically to the serv-

sist across each of the 7Ps (product, price,

research into service topics that was

ices-advertising literature. This criterion

promotion, place, packaging, positioning,

expected as the services field moved for-

led to the exclusion of articles that sim-

and people; Booms and Bitner, 1981) of

ward (Fisk et al., 1993).

ply used a services-advertising context as

the services marketing mix (Furrer and

This paper continues by explicating

Sollberger, 2007; Grove, Fisk, and John,

the methods used to review the services-

example, an article investigating Yellow

2003; Lovelock and Wirtz, 2011). Included

advertising literature since Tripps assess-

Pages advertising effectiveness by meas-

part of a broader advertising question. For

among these, of course, is a continuing

ment in 1997 and describing our results.

uring attitudes toward service providers

need to improve our understanding and

The findings, taken together with Tripps

who advertise in the Yellow Pages would

execution of effective promotional activi-

(1997) work that spanned 1980 to 1995,

not have been included. Based on this cri-

ties, including services advertising.

provide an overview of services advertis-

terion, a total of 70 articles were deemed

Against this backdrop, the question

ing over the years and offer insights into

acceptable.

arises: has the area of services advertising

current practices and where services-

The literature review that the authors

evolved in measure with the field of serv-

advertising research should go in the

conducted followed a systematic process

ices marketing at large or has it remained

future. Because the services-marketing

that involved several stages. First, related

in a state of arrested development?

discipline first emerged in the late 1970s,

sources of relevant articles were assem-

This article represents an attempt to

these two articles together provide an

bled and examined over the specified

answer this query by providing an over-

overview of the services-advertising lit-

time frame to identify articles pertaining

view of recent efforts involving the current

erature since the beginning of study.

to services advertising. Next, the resultant

status of services-advertising research. It

set of articles was reviewed and classified

further provides direction for needed areas

A SUMMARY OF SERVICES

with respect to key descriptors, including

of research in services advertising and

ADVERTISING RESEARCH

author and year of publication, journal

implications for service providers. Finally,

Method

title, empirical versus conceptual char-

it provides an update and extension of the

Articles for this review were selected

acter, and key findings. Empirical entries

original review of services advertising by

using search criteria similar to Tripps

were detailed further in terms of their

Tripp (1997).

original method. In her research, Tripp

sample size and method, and the concep-

used the search term Services Advertis-

tual entries were described with respect

as this one perform various important

ing to scour the ABI/INFORM data base

to the conceptual method they displayed.

functions. When completed, a thorough

and used the Journal of Advertising 20-Year

Based on these various criteria, tables

It bears noting that review articles such

review of the relevant literature pertain-

Index to identify the initial set of articles.

were created that allowed the authors to

ing to a topic can generate substantive

For this paper, articles were selected by

discern patterns over time and across key

findings about the methodological and

using the Boolean search terms Services

descriptors to provide significant insights

theoretical contributions found among

Advertising, Service AND Advertis-

and interpretations we offer as the out-

the scholarly articles published on the

ing, and Services AND Advertising.

come of our review.

topic over a period of time (Cooper, 1998).

These search terms were applied to both

This is accomplished through identifica-

the title and the text of all articles in the

Sources

tion, synthesis, analysis, and summary

Business Source Premier database and to

Overall, the 58 empirical articles that the

of the derived set of articles, which ulti-

the Google Scholar search engine. In addi-

authors uncovered spanned 11 differ-

mately allows one to classify, compare,

tion to the electronic search, the tables of

ent journals, whereas the conceptual ones

and critically evaluate the prior research

contents of 15 marketing and advertising

spanned just 5 journals. The majority of the

efforts to gain new perspectives (Hart,

journals were inspected in an effort to

articles appeared in services-based jour-

1999)an essential part of theory building

locate additional articles. As a final way of

nals; Services Marketing Quarterly (formerly

(Huberman and Miles, 2002). The review

discovering relevant services-advertising

Journal of Professional Services Marketing,

138 JOURNAL

OF ADVERTISING RESEARCH March 2011 Supplement

Services

Table 1
Empirical versus Conceptual Classification by Source

slight increase in the percentage of conceptual pieces reported in her review when
about 13 percent of the articles were con-

Empirical

Conceptual

Journal of Advertising

International Journal of Advertising

the short time period from 1998 to 2000,

when 26 of those 58 articles were pub-

ceptual. Interestingly, the preponderance

of the empirical pieces occurred during

Journal of Advertising Research

Journal of Current Issues and Research in Advertising

Marketing Health Services

tual research follows a similar trend with

more than half (seven) of the articles pub-

lished. Half (13) of the empirical articles

were published in 1998 alone. The concep-

Journal of Retailing

Journal of Service Research

Journal of Services Marketing

13

Services Marketing Quarterly (formerly Journal of Professional

Services Marketing)

22

2002, when three articles found their way

small amount of conceptual work done, it

lished between 1997 and 1999, and four of

them printed in 1997. Conceptual work
experienced another noticeable bump in
to print. However, owing to the relatively

International Journal of Bank Marketing

International Journal of Service Industry Management

is difficult to offer any particular reason

behind this later small spike.

Table 2
Empirical versus Conceptual
Classification by Year

time period, the Journal of Advertising pub-

Year

lished 11 services-advertising pieces, and

DISCUSSION AND FUTURE DIRECTIONS

the Journal of Advertising Research published

FOR SERVICES ADVERTISING RESEARCH

Empirical Conceptual

[JPSM]) led all journals with 24 articles

Tables 3 and 4 present a summarization

published, followed by the Journal of Serv-

of the empirical and conceptual articles

ices Marketing with 17. Within the search

included in our review, respectively.

1995

1996

1997

services-advertising articles (22/58; 38 per-

literature (1997), it seemed both prudent

cent) followed by Journal of Services Market-

and timely to provide an updated assess-

ing (13/58; 22 percent), whereas Journal of

ment of the current state of this body of

Advertising and Journal of Services Marketing

research. This allows the authors to assess

featured the most conceptual pieces (4/12

the services-advertising literature from its

each; 33 percent each).

inception as a critical need. To that end,

1998

13

1999

2000

2001

2002

only three. Services Marketing Quarterly/

Nearly 15 years have elapsed since Tripps

JPSM led the way as a source of empirical

original review of the services-advertising

Tables 1 and 2 present the sources of

the authors searched for articles on some

the articles included in the research set

aspect of services advertising from the end

2003

2004

and the time frame when the articles were

of Tripps data-gathering period through

published. The articles have also been cat-

the date of this research (September, 2010).

2005

egorized according to whether they were

empirical or conceptual in nature.

2006

2007

2008

2009
2010

The endeavor began by citing the need

for services advertising to advance beyond
the characterization noted by Tripp (1997)

Empirical versus Conceptual Articles

regarding the then-current state of this

The majority of the articles in the set

focus of services research (i.e., prosper-

reported empirical research results (58 of

ing but perhaps falling short as a more

(none as of data
collection)

70 articles or about 83 percent), whereas

respected and sophisticated form of serv-

only 12 qualified as conceptual pieces (17

ices research). Based on their review, the

percent). Although these findings are simi-

authors believe that although progress has

lar to Tripps (1997), our results indicate a

been made toward the goals envisioned

March 2011 Supplement JOURNAL

OF ADVERTISING RESEARCH 139

Services

Table 3
Empirical Articles Summarization
Author(s)

Journal

Sample

Method

Key Findings

Stafford (1996)

JA

N = 80 (Study 1)
N = 89 (Study 2)

22
Experiments

Services advertisers may use verbal, tangible, cues in print

advertisements to increase advertising effectiveness.

Stafford & Day

(1995)

JA

N = 137

222
Experiment

The advertising of services is different in that the contingency

approach appears not to hold for services.

Grove, Carlson &

Dorsch (2007)

JA

1,473 ads

Content
Analysis

The probability of IMC for an ad depicting a service was higher

than for an ad for a good in ads appearing during the same time
periods and in the same magazines.

Stafford, Stafford
& Day (2002)

JA

N = 67

42
Experiment

A created character fits well with hedonic services, but not with
utilitarian services. Celebrity spokespersons perform well for both
service types.

Stafford &
Stafford (2000)

JA

N = 135

32
Experiment

Certain tensile pricing claims are more effective than others, but
the effects are not consistent.

Stafford (1998)

JA

N = 156 (Students)
N = 120 (Adults)

222
Experiments

Congruent and progressive approaches create equivalent

attitudes. Gender dominance plays little role in whether a man or
a woman should be shown in an advertisement.

Turley & Kelley

(1997)

JA

91 B2B ads
95 consumer ads

Content
analysis

Results show differences in message appeal types between B2B

and consumer services advertisements.

Roth & Romeo

(1999/2000)

MHS

N = 349

Employee
survey/
experiment

Making the right partner choice in co-promoted health plans can

work as good or better than traditional advertising.

Gelb & Jones

(1997)

MHS

N = 1,793

Telephone
Interviews

Consumers familiar with health care services are most likely to

remember the concept of a PRS.

Spears, Paswan,
& Kahla (2006)

JCIRA

449 ads

Content
Analysis

Services-advertising contexts deemed maximal-self tend to

be more verbal and use pronouns related to the self. Ads in
minimal-self contexts tend to use visual presentations and
fewer pronouns related to the self.

Carlson, Grove, &

Dorsch (2003)

JCIRA

136 ads

Content
Analysis

Integrating services advertisements could increase tangibility in

service offerings.

Stafford &
Stafford (2001)

JCIRA

N = 132

222
Experiment

A documentation strategy works better than a visualization

strategy for both types of services tested.

Becker &
Kaldenberg
(1998)

JCIRA

N = 221 dentists

Survey

Find a relationship between a dentists personal values and

likelihood to use advertising. Those who have positive beliefs
about advertising also report increases in new patients.

Yavas & Riecken

(2001)

IJA

N = 58 dentists
N = 177 doctors

Mail Survey

Both doctors and dentists feel that advertising may damage

the image of a particular advertiser and the profession, though
dentists tend to be more positive about advertising than doctors.

Abernethy &
LaBand (1999)

JAR

Yellow Page Ads for

49 cities

Content
Analysis

In larger cities, the proportion of service providers who purchase

display ads fails; this may be due to a clutter effect.
(continued)

140 JOURNAL

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Services

Author(s)

Journal

Sample

Method

Key Findings

Tscheulin &
Helmig (1998)

JAR

N = 117

Partial
Factorial
Experimental
Design

Use of pictures tends to exert the most influence over the

perceived attractiveness of a hospital in advertisements.

Herrington &
Lollar (1996)

JAR

Compustat data on
570 firms

Advertising
Carryover
Model

Services communications are as effective at generating sales as

non-services communications.

Chan, Leung, &

Wang (2006)

JSM

N = 1,200 (Shanghai)

23
Experimental
Design

Claims about the environment help communication effectiveness

for high and low involvement services. High involvement services
receive a more positive attitudinal response from substantive
claims than they do from associative claims.

Torres & Briggs

(2005)

JSM

176 Hispanic adults

2 2 Quasi
Experimental
Design

For low involvement services, appealing to strong Hispanic

identifiers helps create positive attitudes towards service
brands.

Albers-Miller &
Stafford (1999)

JSM

950 ads in 11
countries: 498
financial service
ads and 452 travel
service ads

Content
Analysis

Across countries, ads for utilitarian services tend to be dominated

by rational appeals while advertisements for experiential services
tended to be dominated by emotional appeals.

Clow, Tripp, &

Kenny (1996)

JSM

N = 735

Field
Experiment

The SERVQUAL model helps create more effective advertising for

professional services.

Abernethy & Gray

(1997)

JSM

445 radio
commercials

Content
Analysis

Service marketers who include more information in radio spots

can concretize offerings in consumers minds and lower
purchase risk.

Ha (1998)

JSM

212 ads
107 Hong Kong
105 USA

Content
Analysis

U.S. services ads score highly in quality cues, but lower in both
price and availability cues than services ads in Hong Kong. U.S.
ads emphasize traditional values; are more likely to make health
appeals.

Cobb-Walgren &
Mohr (1998)

JSM

48 4 categories

Content
Analysis

Suggest a correlation between power and commitment in a

service relationship and use of services advertising. Services
high in consumer power or low in consumer commitment used
magazine ads more than services low in power or high in
commitment.

Green (1998)

JSM

355 Consumer ads

291 B2B ads

Content
Analysis

B2B services advertisements tend to have more quality-related

cues than advertisements targeted towards general consumers.

Mathur & Mathur

(1998)

JSM

80 event
announcements

Event Study

Service firms that advertise on the internet may experience a

negative stock market reaction, while service firms which provide
services on the internet may experience a positive stock market
reaction.
(continued)

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Services

Table 3
Empirical Articles Summarization (continued)
Author(s)

Journal

Sample

Method

Key Findings

Tai & Chan (2001) JSM

N = 323 (split
between HK and US)

Survey

Services advertising in the U.S. contains fewer information

cues than services advertising in Hong Kong. Also, associations
between cultural values and the types of information presented in
the advertisements.

Grove, Carlson, &

Dorsch (2002)

JSM

25 ads 4
categories

Content
Analysis

IMC can be used to increase tangibility in services advertising

Bang & Moon

(2002)

JSM

US: N = 202
Korean: N = 201

Content
Analysis

Services advertisements in U.S. magazines follow suggested

service-advertising strategies to a greater extent than Korean
counterparts. Advertisers in both countries tend to under-utilize
certain guidelines.

Mortimer (2001)

JSM

9 creative directors

Qualitative
Interviews

Creative directors are more influenced by advertising objectives

than whether they are advertising a good or a service. Some have
difficulty distinguishing between the two.

Day & Stafford

(1997)

JR

126 students

222
Experimental
Design

Young adults appear to tolerate senior citizen discounts, other age

related cues in advertisements may lower young adult patronage.

Hill, Blodgett,
Baer, & Wakefield
(2004)

JSR

N = 160

222
Experimental
Design

Service marketers use visualization strategies effectively in their

communications with consumers.

Boshoff (2002)

JSR

N = 540

332
Experimental
Design

All three independent variables in any combination (the two-way

interactions) show a significant effect on risk perceptions.

Mattila (2000)

JSR

N = 222

222
Experimental
Design

Narrative formats may be highly effective when advertising

services to non-expert consumers.

Moser & Freeman

(2010)

SMQ

N = 387 (2010)
N = 324 (1991)

Survey

Marketing and advertising still have a place in managing and

operating a professional service based on a comparative crosssectional study of consumer attitudes towards chiropractic
services advertising.

Moser (2008)

SMQ

N = 411

Survey

Respondents have a positive image of physicians, but hold mixed

views on the propriety of physician advertising. Quality of service
and reputation are more important than price in both 1986 and
2006 studies.

Sanchez &
Sanchez (2006)

SMQ

N = 336

Exploratory
Survey

Multiple factors can be important to consumers when creating a

physicians website including contact info, areas of specialization,
credentials and insurance plans accepted.

Stafford, Kilburn
& Allen (2005)

SMQ

232 Service ads

Content
Analysis

Professional service providers give less pricing information in

their advertisements than retail service providers.
(continued)

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Services

Author(s)

Journal

Sample

Method

Key Findings

Tran & Moser

(2005)

SMQ

N = 382

Survey/Scale
Development

Study refines/validates the Attitudes Toward Advertising by

Veterinarians Scales (ATAVS); high ATAVS scores are associated
with more positive image of vets, higher likelihood of vet use,
and more approving of vets using various media than those with
median/low ATAVS scores.

Moser (2005)

SMQ

N = 324 (1988)
N = 429 (2003)

Survey

Investigated changes in attitudes toward attorney advertising

over a 15-year period. The image of lawyers is negative, most
respondents see attorney advertising as acceptable. Also,
reputation and quality of service are more important than price.

Parkinson &
Neeley (2003)

SMQ

N = 1554

Survey

Attorney advertising is both effective and meets certain objectives

identified by a judge.

Heischmidt,
Elfrink, & Mays
(2002)

SMQ

N = 190

Exploratory
Survey

Accountants tend to use broadcast methods less than print. Also,

the internet is a major advertising medium.

Tang, Moser, &

Austin (2002)

SMQ

N = 541

Survey/Scale
Development

Developed the Attitudes Toward Advertising by Accountants Scale

(ATABAS); people with high ATABAS scores were more likely to
use accountants who advertised and were more likely to consider
mass media as more appropriate than those with median and low
ATABAS scores.

Hite, McIntyre, &

Burke (2000)

SMQ

N = 106

Exploratory
Survey

Users of industrial accountant services view accountant

advertising as positive and are less likely to associate negative
attributes with accountants who advertise than other accountants.

Fugate, Gotlieb, &

Bolton (2000)

SMQ

N = 241

Survey

When consumers deem a service appropriate for humorous

advertising, sex has no effect. Sex does have an effect when
humor is deemed inappropriate.

Moser, Colvard, &

Austin (2000)

SMQ

N = 528

Exploratory
survey

Advertising by accountants is not viewed as suspicious by

consumers; however, they tend not to utilize such advertisements
when seeking a service provider.

Cutler, Moberg, &

Schimmel (1999)

SMQ

139 TV commercials

Content
Analysis

Advertisements for attorneys appear to use the appropriate cues

and purchase criteria in their commercials.

Trebbi, Hayes, &

Walker (1999)

SMQ

N = 144

Survey

Assertiveness/aggression and cost were found to be less

important than an attorneys perceived level of professionalism.

Abernethy &
Butler (1999)

SMQ

16,708 ads

Content
Analysis

Attorney yellow-page advertising may be improved by providing

more information about experience, provider availability, and
payment information in their advertisements.

Siu & Fung

(1998)

SMQ

232 ads

Content
Analysis

Chinese hotel advertisers should consider varying the information

cues in their ads and including people (rather than simple
exteriors) in their ad images.
(continued)

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Services

Table 3
Empirical Articles Summarization (continued)
Author(s)

Journal

Sample

Method

Key Findings

Smith & Smith

(1998)

SMQ

222 ads

Content
Analysis

Professional accounting firms most commonly advertise computer

software when advertising in professional journals. Advertising
among the big six firms is widely varied.

Turley (1998)

SMQ

153 ads

Content
Analysis

Professional and nonprofessional service firms often employ

different combinations of content variables to communicate
information and develop personalities for their services.

Clow, Baak, &

Fogliasso (1998)

SMQ

N = 735

Exploratory
Survey

Assurance, reliability, responsiveness and tangible cues have an

impact on reducing perceived risk.

Butcher &
McPhail (1998)

SMQ

N = 285

Exploratory
Survey

Introduces role conflict for older professionals as an explanatory

factor for why certain professionals advertise.

Abernethy &
Butler (1998)

SMQ

N = 2,934

Content
Analysis

Accountants generally do a good job of indicating service

offerings; however, they could benefit by including experience,
provider availability and cost information.

Moser & Johns

(1996)

JPSM

N = 324

Survey

Age, education and income play a role in attitudes. Higher

income consumers are more favorable toward advertising as
an information tool. Most respondents were positive toward
advertising by lawyers, but also feel that advertising by lawyers
would be more deceptive than other forms of advertising.

Mattila (1999)

IJSIM

N = 158 students

Quasi
Experiment

Emotional appeals may help create favorable attitudes toward

service brands in novice consumers. For consumers with little
personal experience with a given service, post exposure attitudes
and service quality expectations are affected by advertisementinvoked emotions.

Albers-Miller and
Straughan (2000)

IJBM

398 ads

Content
Analysis

Financial services-advertising strategy research from Englishspeaking countries should be viewed with caution by financial
service marketers in non-English speaking countries. Expectations
by business consumers may be very different among these
countries.

IJA = International Journal of Advertising

IJBM = International Journal of Bank Marketing
IJSIM = International Journal of Service Industry Management
JA = Journal of Advertising
JAR = Journal of Advertising Research
JCIRA = Journal of Current Issues & Research in Advertising
JPSM = Journal of Professional Services Marketing
JR = Journal of Retailing
JSR = Journal of Services Research
MHS = Marketing Health Services
SMQ = Services Marketing Quarterly

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Services

Table 4
Conceptual Articles Summarization
Author(s)

Journal

Method

Key Findings

Stafford (2005)

JA

Literature Review

Provides an assessment of the current state of research

on International Services Advertising from 19702002.

Grove, Pickett, & Stafford

(1997)

JA

Call to action to address

services-advertising issues

Presents a broad overview of the circumstances leading

to the development of the special issue of Journal of
Advertising on the advertising of services.

Stern (1997)

JA

A Review of Intimacy Theory

Advocates intimacy theory as more generalizable across

service situations than exchange or seduction theory.

Padgett and Allen (1997)

JA

Conceptual

Propose that experiential aspects of services should

play a key role in how service brand images are
conceptualized.

Whitman & Singh (1997)

JCIRA

Historical review

Review of past legislation and attempts at regulating

attorney advertising.

Fugate (1998)

JSM

Conceptual

Newness of the service product, level of concreteness/

abstraction, type of service, familiarity with the service
product, and demographic scope of the market are very
relevant in humor and services-advertising decisions.

Mortimer (2002)

JSM

Conceptual

Applies the FCB grid to services advertising.

Mittal (2002)

JSM

Conceptual

Presents a scheme for identifying services advertising

tasks at various stages of the consumer decision process;
presents potentially matching communication strategies.

Smith & Bush (2002)

JSM

Conceptual

Uses the incomplete information framework to develop

communication guidelines for service providers.

Mittal (1999)

JSR

Conceptual

Argues that in services, intangibility can contribute to

value rather than detract from it & that advertising is
capable of communicating intangibility.

Reynolds (2006)

SMQ

Literature Review

Reviews legal decisions related to legal services

advertising and anticipates future issues.

Becker (1998)

SMQ

Literature Review

Reviews existing literature on professional services

advertising; criticizes the methodology of many studies;
offers propositions.

JA = Journal of Advertising
JCIRA = Journal of Current Issues & Research in Advertising
JSM = Journal of Services Marketing
JSR = Journal of Service Research
SMQ = Services Marketing Quarterly

research has, indeed, evolved past scur-

Specific-Service versus General-Service

tising research has evolved beyond the

rying about to higher forms of services-

Categories

scurrying-about phase (Fisk et al., 1993).

marketing thought. The authors also note

Several articles in the services-advertising

The current examination continues by cit-

areas where further research can be incor-

literature have noted that there is much

ing findings that may be assessed with

porated to assist service providers in their

more research on specific-service providers

by Tripp, it is not clear that services-adver-

respect to what Tripp described as evi-

strategic and tactical decisions with regard

as compared to general categories of serv-

dence confirming that services-advertising

to promotional issues.

ices that can create generalizable theory

March 2011 Supplement JOURNAL

OF ADVERTISING RESEARCH 145

Services

across service professions and industries

(e.g., Stafford and Day, 1995; Tripp, 1997).

For example, studies of services ads

have investigated the effectiveness of dif-

Yet, generalizability is critical for service

ferent message strategies (e.g., Stafford

services ads may aid in achieving goals

such as these (e.g., Grove et al., 2002).

providers if they are to develop appropri-

and Day, 1995; Hill, Blodgett, Baer, and

Methodological and Theoretical Rigor

ate promotional strategies for their busi-

Wakefield, 2004; Mattila, 1999); the use

Tripp (1997) also called for greater meth-

ness. In fact, even in the early stages of

of different spokespeople (e.g., Stafford,

odological rigor. To some extent, improve-

services-marketing research, Lovelock in

Stafford, and Day, 2002); the role of tangi-

ments have occurred partly because

1983 noted that cross-fertilization of mar-

bility (e.g., Stafford 1996; Carlson, Grove,

articles in journals such as the Journal of

keting strategies can occur when services

and Dorsch, 2003); the use of pictures

Advertising and the Journal of Current Issues

have similar characteristics. Moreover,

(e.g., Tscheulin and Helmig, 1998); and the

and Research in Advertising appear more

this need for generalizability is consist-

use of quality cues (e.g., Clow, Tripp, and

methodologically sound. A review of

ent with the newer, emerging concept of

Kenny, 1996; Clow, Baak, and Fogliasso,

papers indicates that a number of studies

service science, which is much broader in

1998). Findings from such research are

were content analyses that often required

scope (Fisk and Grove, 2010; Maglio and

useful for practitioners looking to develop

descriptive statistics and chi-square analy-

Spohrer, 2008).

effective advertisements for their service

sis based on reliable and validated coding

business.

schemes (See Table 3). Moreover, much

As evidenced by the fact that the majority of both empirical and conceptual arti-

of the empirical research utilized experi-

cles in the current set investigated issues

Integrated Marketing Communications

mental designs that generally demand

that attempted to generate information

On a different note, Tripp (1997) specified

higher-order statistical applications such

applicable across the overall services-

the need to assess how integrated market-

as analysis of variance and multivariate

advertising literature,

some

ing communications (IMC) is manifested

analysis of variance. A closer examina-

improvement in this area. Despite these

in services-advertising research. Again,

tion of these studies revealed consider-

improvements, many articles still focus

this call seems to have received a positive

able measure validation via confirmatory

only on a specific class of service provider

response, with at least four articles inves-

factor analysis through structural equa-

(i.e., health care or legal services) rather

tigating IMC in the services-advertising

tion modeling programs (e.g., LISREL),

than on a broader array of service pro-

domain (e.g., Grove, Carlson, and Dorsch,

providing further evidence of rigorous

viders; hence, the more current sampling

2002, 2007), though a limited number of

research methods.

there

is

frames still appear to be quite restricted.

In essence, the generalizability factor

authors appear to be pursuing this partic-

The use of such methods ensures the

ular form of services-advertising research.

reliability and validity of the research and

that accompanies more broadly based

The question remains about how the

enhances the veracity of the findings. That

work still seems to be somewhat miss-

use of IMC in services advertising would

is, more rigorous research results in more

ing from the articles we reviewed. For

be advanced if more scholars were direct-

assurance that the findings are accurate

instance, there are still a number of

ing their research efforts to this distinct

and useful. Hence, service practitioners

researchers assessing attitudes toward

and important topic. Greater participa-

can utilize such findings in developing

advertising by particular service provid-

tion in examining the potentially powerful

their own advertisements with more confi-

ers (Moser and various colleagues, 1996,

impact that advertising poses as part of a

dence that the application will be effective.

2000, 2005, 2010), a topic that has been

well-designed integrated marketing com-

Tripp (1997) further cited a need for serv-

studied many times over. Although it does

munication effort seems warranted, par-

ices-advertising research to utilize existing

appear that some of these attitudes have

ticularly as service organizations struggle

theoretical bases drawn from sources such

changed (generally more positively) over

to add tangibility to their offerings and

as communication theory for hypotheses

the years, the authors believe it is time to

build databases pertaining to and relation-

development and testing. This, too, seems

move beyond attitude assessment of serv-

ships with their customers. The notion

to have been answered, in part based

ice professionals and into more normative

that an advertisement itself can be inte-

on (and reflected by) studies such as an

guidelines that can help such profession-

grated (Nowak and Phelps, 1994) poses

investigation of spokesperson types across

als in their advertising approaches, and

ample opportunity for specific research

hedonic and utilitarian services (Stafford et

our review provides some evidence of a

efforts targeted at how the use or integra-

al., 2002) and a study of gender-dominant

move in this direction.

tion of various communication tools in

services and consumer attitudes toward

146 JOURNAL

OF ADVERTISING RESEARCH March 2011 Supplement

Services

gendered advertisements (Stafford, 1998).

Although this may appear to be an academic implication, it is, in reality, critical to
choices made by service providers; utilizing a finding from a particular study may
not be effective if an understanding of that

It is notable, however, that a large portion of the

theoretical work in services-advertising research is
being conducted by a relatively few number of scholars.

particular finding is not clear. That is, theoretical frameworks are important in provid-

disconcerting that services-advertising

of service science to enhance the potential

ing insight into why something has (or has

articles still are not finding their way into

for publication in broader-based journals.

not) occurred, which allows for the most

even more mainstream marketing-related

Based on both the nature of some of

effective choices to be made.

outlets, particularly in light of many mar-

the articles included in this review along

It is notable, however, that a large por-

keters adopting an overall service orienta-

with the continued dominant nature of

tion of the theoretical work in services-

tion (Vargo and Lusch, 2004). In fact, with

services in our economy, it seems prudent

advertising research is being conducted by

the exception of one article in the Journal

to continue to heed Tripps (1997) call for

a relatively few number of scholars. Hence,

of Retailing (See Table 1), the authors were

more theoretically grounded and rigorous

though these authors are addressing an

unable to locate any services-advertising

research on services advertising.

important gap in the services-advertising

research articles in the Journal of Market-

At the same time, it is important for

literature, a broader set of investigators

ing, the Journal of Marketing Research,

such research to generate both theoreti-

than is currently in evidence might be able

Marketing Science, or the Journal of Con-

cal and practical implications. Theoreti-

to advance the field faster and on a wider

sumer Research. Even the Journal of Service

cal implications can help fuel the growth

basis because of the increased number of

Research is represented by only four article

for more services-advertising research,

questions that could be answered. Nev-

inclusions.

ertheless, more theoretically grounded

research

with

higher-order

statistical

and practical implications can aid service

This reality seems to reflect at least two

possibilities:

providers in developing appropriate and

effective advertising strategies.

analysis is a major step forward in services

That means that marketing-research

advertising. And, in large part, it is due to

Researchers targeting these journals are

practice must move beyond simply assess-

experimental work that allows for cause-

not investigating services-advertising

ing attitudes and continue to emphasize

and-effect findings that can provide critical implications for service advertisers.

related questions.

experimental work that allows an under-

Such research simply does not survive

standing of how consumers respond to

the review process in mainstream mar-

different message and media strategies.

keting journals.

Given the minimal attention to these

The former supposition might be sup-

conclude that, indeed, services advertis-

of services-advertising research. Although

ported by the data portrayed in Table 2,

ing is in a state of arrested development

prominent

journals

which indicates a spike in services-

despite the realities of an economy domi-

Additional Implications and Conclusions

A perusal of Tables 1 and 2 provides other
conclusions pertinent to the current state
advertising-related

issues in recent years, the authors must

have published such research (e.g., the

advertising research relatively soon after

nated by services. Hence, though we have

Journal of Advertising Research, the Journal

the publication of Tripps article but a

seen some movement forward, there is still

of Advertising, the International Journal of

languishing trend since then. The latter

much work to be done.

Advertising, and the Journal of Current Issues

supposition may indicate that services

One area wherein there remains a par-

and Research in Advertising; see Table 1),

advertising is not perceived as a broad

ticular dearth of research is the use of the

the dissemination of services-advertising

enough topic for more general journals.

Internet for services advertisers. Despite

scholarship seems to remain restricted to

Given the many identified studies in this

the dominant role of the Internet in the

advertising journals along with more gen-

review that are industry-specific and

marketplace, there has been only one

erally based services journals (See Table 1).

hence, not generalizable, it is likely that

study of the Webs role in services adver-

Though the authors in no way are

this is the case. Hence, we suggest that

tising (Mathur, Mathur, and Gleason,

denigrating the quality of any of the jour-

services-advertising

frame

1998). The Internet has become a major

nals included in Table 1, it is somewhat

their research within the emerging trend

force in business and society, and services

researchers

March 2011 Supplement JOURNAL

OF ADVERTISING RESEARCH 147

Services

advertisers need to understand how to

best use it to their advantage. And, as an

and NewMedia (ME Sharpe, 2005).

Email: mstaffrd@memphis.edu

offshoot of this consideration, the rapidly

emerging and constantly evolving social-

Tim Reilly is a doctoral student in the marketing

media platforms offer new foci that seem

department at the College Of Business Administration

ripe for close inspection by researchers of

at the University of Nebraska-Lincoln.

Rishi Bhandari and

services advertising. Close attention to the

Email: treilly@unlserve.unl.edu

John Copeland

ever-changing new media will help service providers keep pace with societys

Stephen J. Grove is a professor of marketing at

evolution and give service providers an

Clemson University. He has published in Journal of

edge on how best to manage such media.

Advertising; Journal of Current Issues and Research

Although there are certain limitations

in Advertising; Journal of Retailing; Journal of the

Services in
Context

that should be considered with respect

Academy of Marketing Science; Journal of Public Policy

It probably wouldnt surprise anyone to

to the results and findings of this paper,

and Marketing; Journal of Macromarketing; Journal

know that service providers are among

the authors believe they have identified

of Business Research; Journal of Services Research;

the countrys most active advertisers.

the changes and growth in the field of

Journal of Personal Selling and Sales Management;

Its difficult to turn on the television

services advertising. They also believe

The Service Industries Journal; European Journal of

that new perspectives have been gleaned

without coming across an ad for one

Marketing; Journal of Services Marketing; Managing

about services-advertising research. Con-

Service Quality; Marketing Management; and several

of the telecommunications companies

sequently, this review offers a synthesis

others. He is co-author of the text Interactive Services

of the past and present state of services-

Marketing (Houghton-Mifflin), now in its third edition,

advertising research and an impetus for

and the book Services Marketing Self-Portraits:

future study.

Introspections, Reflections and Glimpses from the

Moreover, the Journal of Advertising

Research, with its focus on practitioner

Experts (American Marketing Association).

Email: groves@clemson.edu

implications, seems to be a natural outlet

for findings that can assist service provid-

Les Carlson holds the Nathan J. Gold Distinguished

ers in developing successful marketing

Professorship in Marketing at the College of Business

communications strategies.

Administration at the University of NebraskaLincoln. His research interests center on consumer

promoting a new service plan, a financial institutions latest savings account,

or an insurance company talking about
the money you can save with them.
Indeed, service companies are among
the nations biggest advertising spenders and the competition in some service industries has created something of
a spending battle that has resulted in
advertising spending that rivals some of
the top product manufacturers. As an
example, in 2009, Verizon spent over $3

Marla B. Royne Stafford is professor and chair of

socialization and environmental marketing together

the Department of Marketing and Supply Chain

with the public policy implications of both of these

Management at the Fogelman College of Business and

research streams. He has published in the Journal

Economics at the University of Memphis. She is also

of Advertising; Advances in International Marketing;

immediate past editor of the Journal of Advertising

International Marketing Review; Journal of the

and former associate editor of the Journalof

Academy of Marketing Science; Journal of Business

spender at over $2.7 billion and Deut-

Consumer Affairs. Her research has appeared or is

Research; Journal of Consumer Affairs; Journal

sche Telecom (owner of T-Mobile) spent

scheduled to appear in a wide range of academic

of Consumer Psychology; Journal of Consumer

over $800 million in that same year.

journals including the Journal of Retailing; Journal of

Research; Journal of Current Issues and Research in

Similar spending dynamics can be seen

Advertising; Journal of Advertising Research; Journal

Advertising; Journal of Marketing Education; Journal of

in other service industries such as finan-

of Business Research; Decision Sciences; Journal

Macromarketing; Journal of Personal Selling and Sales

cial services where Bank of America and

of Public Policy & Marketing; International Journal of

Management; Journal of Public Policy and Marketing,

JP Morgan Chase have spent well over

Electronic Commerce; Journal of Consumer Affairs;

Journal of Services Marketing; and Marketing Theory.

$1 billion in advertising in 2009, and the

Journal of Current Issues & Research in Advertising;

He is a former editor of the Journal of Advertising and

cable industry where Comcast, DirecTV,

International Journal of Production Economics;

is an associate editor of the Journal of Public Policy &

and Dish Network have collectively spent

Journal of Services Marketing; and several other

Marketing. Email: lcarlson3@unl.edu

over $1 billion in advertising in 2009

publications. She is co-editor of the book Advertising

148 JOURNAL

OF ADVERTISING RESEARCH March 2011 Supplement

billion in advertisingmaking it the second highest advertising spender in the

US (behind Procter & Gamble). Competitors followed: AT&T was the third highest

(Advertising Age, 2010).

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