Professional Documents
Culture Documents
Introduction
Creating a unified message Over the past two decades, the growth of interest in services marketing
phenomena has risen significantly (Bitner, 1997; Fisk et al., 1988; Lovelock
and Wright, 1999). A particular concern to both practitioners and scholars
has been the determination of the most effective means to market service
products (c.f. Berry and Parasuraman, 1993; Fisk et al., 1993). In this
context, the investigation of services advertising has been singled out as a
topic that deserves greater attention (Grove et al., 1997; Mortimer and
Mathews, 1998; Parasuraman, 1995; Stafford and Stafford, 2000). An
exhaustive overview of the services advertising literature conducted several
years ago highlighted the need for closer examination of message factors
(e.g. the structure and execution of advertisements) as one area in critical
need of further explication (Tripp, 1997); in this light, the question has been
raised, ``Are services advertisers using integrated marketing
communications?'' (Tripp, 1997, p. 35). Integrated marketing
communication may take many forms (Cornelissen and Lock, 2000), yet in
each case the underlying thrust is the coordination of various marketing
communication devices (e.g. advertising, direct marketing, etc.) to create a
unified message. Since integrated marketing communication (IMC) has the
potential to produce a strong focus for an offering (Schultz et al., 1993;
Nowak and Phelps, 1994), IMC would seem to be a particularly attractive
JOURNAL OF SERVICES MARKETING, VOL. 16 NO. 5 2002, pp. 393-411, # MCB UP LIMITED, 0887-6045, DOI 10.1108/08876040210436876 393
tool for advertisers to accommodate the intangibility present in services. Yet,
since some service offerings are more intangible than others (c.f. Shostack,
1977; Zeithaml, 1981), it is logical to expect some variation in the
application of IMC to services. Nevertheless, consider the value added
dimension that typically emerges for Southwest Airlines or Barnes &
Noble's stores through their integration of sales promotion, brand
advertising, and direct response features in a single advertisement; such an
effort in clarity, consistency and maximum communication impact (Sirgy,
1998; Stone 1994).
The study that we report here was conducted to examine the degree to which
IMC has been utilized by advertisers across various service categories
identified by their degree of intangibility. First, we present a brief review of
services advertising in general and a similar review of IMC. Then, we
propose a framework for examining the degree of IMC across categories of
services. A treatment of our methodology and the results of our inquiry
follow. A discussion of our findings is presented. Finally, conclusions and
recommendations for services advertisers are offered.
Services advertising
Different approaches Several years ago, in a broad examination of the services marketing
literature, Parasuraman (1995) noted several services topics that had been
relatively under-examined. The advertising of services was one of the topics
that he recognized as deserving more attention. Later, in her comprehensive
review of the extant services advertising literature, Tripp (1997) identified
various issues that were in need of further exploration. Included among these
was the identification of message factors that characterize services
advertisements, i.e. aspects pertaining to the structure and execution of a
services ad. While a significant body of literature exists that argues the need
for different approaches when advertising a service as opposed to a physical
good (e.g. George and Berry, 1981; Legg and Baker, 1987; Grove et al.,
1995, Shostack, 1977; Stafford and Day, 1995), further examination of the
nature of services advertising is warranted.
Service marketers face a significant challenge when it comes to
communicating the intangible benefits of a service to their target audience
(Mattila, 2000). Hence, a specific proposition that has become almost
axiomatic in the services literature is that advertising should strive to add
tangibility to the service offering (c.f. Berry and Clark, 1986; Onkvisit and
Shaw, 1989; Stafford, 1996). Ostensibly, such an effort can help customers
mentally grasp a product whose core lacks a physical reality (c.f. George and
Berry, 1981; Shostack, 1977; Upah, 1983). Further, adding tangibility
through advertising may help to address customers' high degree of perceived
risk with service products (Bateson, 1995; Clow et al., 1999; Guseman,
1981; Lovelock and Wright, 1999; Murray, 1991; Zeithaml, 1981), a
circumstance that ensues in part from the fact that services do not even exist
until they are performed. In short, marketers have been advised to make
``services appear more tangible through a communication strategy that treats
the services, to some extent, as goods'' (Berry, 1986, p. 51).
Addressing intangibility The question arises: how can marketers address the intangibility of services
in their advertising? Various prescriptions regarding how this might be
accomplished have been posed. For instance, advertisers have been
encouraged to create messages that provide factual information, evoke
visualizations, or establish associations with physical elements (c.f. George
and Berry, 1981; Grove et al., 1995; Legg and Baker, 1987; Stafford, 1996).
The study
Services advertising To study the incidence and application of IMC across service concerns, we
focus specifically on services advertising. The examination of services
advertising as a vehicle exhibiting IMC is congruent with one of the three
forms of IMC discussed earlier. Specifically, by ``unpacking'' various
message components comprising an advertisement, it is possible to discern
the degree of integration within that particular communication device.
Overall, the identification of IMC and services advertising is an appropriate
activity given the importance of services to various economies around the
globe (c.f. Zeithaml and Bitner, 2000) and the increasing interest in IMC in
general. For instance, since services comprise over 70 percent of the gross
domestic product in the USA (US Bureau of Economic Analysis, 1999), it is
logical to assume that a commensurate percentage of advertising dollars are
devoted to promoting services. Clearly, a key concern for service advertisers
is ensuring that those dollars are wisely spent. Adding tangibility to the
service offering through advertising is a primary objective for service
marketers (Lovelock, 2001). Further, due to IMC's ability to generate a
uniform message, it is reasonable to expect that organizations would
embrace IMC in their services advertisements as a means to assuage the
inherent intangibility of service products. Nevertheless, the extent to which
IMC is prevalent within services ads is not known, nor is there any evidence
to establish variation of its presence across service types exhibiting differing
degrees of intangibility.
IMC at the tactical (ad) level To address these issues, we utilized a perspective on IMC offered by Nowak
and Phelps (1994). These authors note that IMC can occur at the strategic
level (i.e. integrating an entire promotional campaign through the use of
multiple promotional tools which focus on imparting a unified message), at
the tactical level (i.e. incorporating a variety of communication devices
within a specific type of promotional tool such as advertising), or
simultaneously (i.e. IMC being evidenced within each of the specific
promotional tools used in an overall IMC-oriented campaign, see Nowack
and Phelps, 1994, p. 57). As this was an initial, exploratory (not normative)
study regarding the degree to which IMC is being manifested within a
services context, and since we did not have access to organizational decision
making and initiatives regarding their implementation of IMC at the strategic
level, we chose to explore the incidence of IMC at the tactical (ad) level,
rather than at the strategic (campaign) level of analysis (see Nowak and
Phelps, 1994, pp. 56-8).
Utilizing a set of services advertisements, we investigate the frequency with
which service ads could qualify as representing an integrated marketing
effort according to criteria established by Nowak and Phelps. In addition, we
examine the possible variation of IMC across service types by classifying the
service products that are promoted in the ads with respect to their degree of
tangibility according to a Service Recipient Nature of Service Act
framework posed by Lovelock (1983, 1994). It has been previously argued
that this framework ``permits a service advertiser to target the ad to his or her
audience according to the nature of the service'' (Hill and Gandhi, 1992,
p. 69). The framework combines two dimensions of service performance ±
the nature of the service act (tangible or intangible) and the recipient of the
service (people or possessions) ± to create four categories of services (see
Figure 1). Ostensibly, tangible acts on people (e.g. haircutting ± cell 1)
should be the most palpable service types, while intangible acts on intangible
possessions (e.g. insurance ± cell 4) should be the least. Tangible acts on
physical possessions (e.g. dry cleaning ± cell 2) and intangible acts on people
(education ± cell 3) should fall in between with regard to tangibility overall
and the degree of IMC among their ads, respectively. In sum, we expect that
the emphasis on IMC would increase from cell 1 through cell 4 as depicted in
Figure 1.
Data collection
The research design Content analysis was used to examine the nature of service advertising
claims to detect the degree to which services advertisements are integrated.
Content analysis is useful as a means to establish patterns that support
existing theory (or fail to support them) and as a vehicle to discover patterns
on which to formulate new theories (Kolbe and Burnett, 1991). When
developing our research design, particular attention was devoted to the
criteria of objectivity, systematization, sampling methods, and reliability that
are often used to ascertain the excellence of content analysis research
(Kassarijian, 1977). Objectivity and systematization was achieved by
adhering to a data collection approach that easily enumerated identifiable
characteristics (Holsti, 1969) of advertisements (i.e. the specific elements
within the ads that represented IMC components). Conducting a rigorous
qualitative document analysis requires that the widest range of messages be
included in the sample (Altheide, 1996). These ``scope'' samples are
common and justifiable in exploratory research such as ours (Altheide, 1996;
Willer 1967). Accordingly, the ads examined in this study were drawn
systematically from a wide range of source possibilities (i.e. magazine titles)
to ensure a broadly defined database.
Method of analysis
Our method of analysis consisted of two steps. In the first step, the degree
and incidence of IMC within the sampled services ads was determined.
During the second step of the analysis, a comparison of the extent of IMC
Total services
Magazine advertisements
Cosmopolitan 10
Fortune/Business Week 38
Men's Health/Maxim 5
People 15
Southern Living 4
Sports Illustrated/Road & Track 17
Time 11
Total 100
public relations and/or brand advertising, while the latter include sales
promotions and/or direct response advertising. A description of the different
ad components/communication tools investigated in this study is available in
the Appendix and Figure 2 depicts our adaptation of the Nowak and Phelps
framework (1994).
Direct response Our derivation is very similar to the original presented by Nowak and Phelps
(1994), except for how we conceptualized direct response. We viewed a
direct response communication tool as one in which the ad copy explicitly
encouraged readers to contact the service provider via media such as the
telephone, Web page, e-mail, ``snail mail,'' or by contacting a service
representative. Likewise, we did not consider a direct response
communication tool to be employed when the reader was not explicitly
directed to contact the service provider for information about the service
provider. Instances of a non-directed response occurred when a services
advertisement simply listed a telephone number, Web page address, or
e-mail address somewhere in the ad but did not explicitly direct the reader to
contact the service provider via these devices (see Appendix and Figure 2).
Content analysis Once the IMC classification framework was established, the authors
examined the pool of ads for instances of the four communication tools, i.e.
public relations, brand advertising, sales promotions and direct response
advertising, in order to determine the degree to which services
advertisements were integrated. The initial step in this process required
content analysis of each services ad to identify which of the four
communication tools were present. Once the protocol for analyzing an ad
was established (i.e. deciding how each communication tool might be
manifested in a services advertisement), the identification of the different ad
components (communication tools) became a simple and essentially
unambiguous exercise, not unlike counting the number of automobiles
passing through an intersection, or tallying the gender of customers in a
Results
Existence of IMC in services ads
Incidence of IMC Overall, there was a high incidence of IMC among the services ads, but it
existed at a low degree (see Table III). Specifically, approximately 63
percent (63/100) of the services advertisements were classified as integrated.
However, a majority of these integrated ads, i.e. 76 percent (48/63), achieved
this status at the lowest level of integration possible. The most common form
of IMC, i.e. approximately 67 percent (42/63), utilized two different
communication tools, i.e. they consisted of an image-oriented (brand
advertising) and a behavior-oriented (direct response) communication tool.
Table III. Degree of integration in services advertising and integrated services advertising breakdown
403
The second most common form of IMC, i.e. 24 percent (15/63), utilized
three different communication tools, i.e. they exhibited one image-oriented
(brand advertising) and two behavior-oriented (direct response and sales
promotion) communication tools. None of the services advertisements
utilized all four tools.
Brand advertising and Finally, as Table III indicates, brand advertising and direct response were the
direct response communication tools employed most often by the services ads. In particular,
about 98 percent (62/63) of the integrated services ads used brand advertising
rather than public relations to obtain an image response. Similarly,
approximately 92 percent (58/63) of the integrated services ads used direct
response advertising rather than consumer sales promotions as a means to
elicit a behavioral response. Moreover, a review of Table IV reveals that the
majority of directed responses for integrated services ads were to a telephone
number, i.e. 76 percent (44/58), and/or Web pages, i.e. 67 percent (37/58).
Contacting a service representative was a distant third at 33 percent (19/58).
As an interesting aside, the results reveal that many of the services ads could
have easily exhibited higher levels of integration simply by explicitly
directing the reader to a listed direct response tool. Specifically, 41 percent
(41/100) of the complete set of examined services ads failed to adequately
direct the reader to Web page addresses and/or telephone numbers, etc., that
were included in the ads (see Table V). In fact, all 41 of the services ads that
contained non-directed listings involved Web pages. Moreover, a higher
percentage of nonintegrated services ads, i.e. 68 percent (25/37), were found
to include response devices without encouraging the reader to fully utilize
them. In contrast, about 25 percent (16/63) of the integrated services
advertisements included response devices without explicitly encouraging the
reader to utilize them fully. Among the integrated advertisements, an ad
might have included multiple response opportunities, yet neglected to
Table IV. Breakdown of 58 IMC services ads that used a direct response
communication tool
Discussion
Level of integration The purpose of this study was to investigate the extent to which services ads
might exhibit elements of being integrated, i.e. whether service ads manifest
IMC. Our investigation of the utilization of IMC tools in services advertising
was intended to shed light on the degree to which (if any) various forms of
services ads (i.e. those reflecting four forms of services types discussed by
Lovelock, 1994) differed with regard to their level of integration.
Non-integrated Integrated
(%) (%) (%)
Tangible acts 14 (28) 36 (72) 50 (100)
Intangible acts 23 (46) 27 (54) 50 (100)
37 (37) 63 (63) 100 (100)
Managerial implications
Differences in integration Surprisingly, we found few differences in integration across the services ads
representing each of Lovelock's four services categories. This was
particularly noteworthy given what we expected because of the increasingly
intangible nature of the services depicted in each cell (i.e. we expected
growing IMC emphasis from cell 1 to cell 4 because of the rising
intangibility of the service offerings from cell 1 to cell 4). Contrary to our
expectations, however, the trend we thought might be manifested (as implied
above) across Lovelock's four cells was not revealed, and the only
differences that were found were with respect to comparing degree of
integration across tangible vs intangible acts.
That is, when we collapsed cells across the people vs possessions
classification of Lovelock's typology, we found that ads depicting service
offerings that were tangible acts on people and possessions were more fully
integrated than those about intangible acts on people and possessions. This
result contradicted our initial speculation, as it appears that ads promoting
the most tangible services also seem to be exhibiting the most tangibility
from an IMC perspective, i.e. in terms of using the IMC tools.
While managers of these more tangible services may benefit from the use of
IMC tools in their advertisements (i.e. by raising tangibility from the
consumer's perspective), what is most relevant is the opportunity that is
perhaps being missed by other services' managers. That is, managers of
services that are inherently more intangible in nature (e.g. insurance
companies or data processing firms) should consider how tangibility might
also be added to their product offerings through IMC.
Incorporating aspects of As noted, our results suggest that more intangible services (according to
tangibility Lovelock's typology) do not utilize the IMC tools to the same extent as do
more tangible services. Specifically, those types of services that may gain the
most by becoming more integrated through the use of the IMC tools do not
appear to be doing so. Thus, it may be of benefit for managers of service
offerings that involve intangible actions, whether they are directed at people
(e.g. education) or possessions (e.g. banking), to consider how additional
aspects of tangibility might be incorporated into their advertising. We
believe that one way to accomplish this is to include additional forms and
types of IMC tools into their services ads, e.g. by adding sales promotional
devices, links to public relations initiatives, and/or directing the consumer to
sources for further information (see below).
References
Altheide, D.L. (1996), Qualitative Media Analysis, Sage, Thousand Oaks, CA.
Bateson, J.E.G. (1995), Managing Services Marketing, 3rd ed., Dryden, Orlando, FL.
Berry, L.L. (1980), ``Services marketing is different'', Business, Vol. 30, May-June, pp. 24-9.
Berry, L.L. and Clark, T. (1986), ``Four ways to make services more tangible'', Business,
Vol. 36, October, pp. 53-4.
Berry, L.L. and Parasuraman, A. (1993), ``Building a new academic field ± the case of services
marketing,'' Journal of Retailing, Vol. 69 No. 1, pp. 13-60.
Bitner, M.J. (1997), ``Services marketing: perspectives on service excellence'', Journal of
Retailing, Vol. 73 No. 1, pp. 1-6.
Caywood, C., Schultz, D.E. and Wang, P. (1991), Integrated Marketing Communications: A
Survey of National Consumer Goods Advertisers, American Association of Advertising
Agencies, New York, NY.
Clow, K.E., Baack, D. and Fogliasso, C. (1999), ``Reducing perceived risk through advertising
service quality cues'', Journal of Professional Services Marketing, Vol. 16 No. 2,
pp. 151-62.
Cobb-Walgren, C.J. and Mohr, L.A. (1998), ``Symbols in service advertisements'', Journal of
Services Marketing, Vol. 12 No. 2, pp. 129-51.
Cornelissen, J.P. and Lock, A.R. (2000), ``Theoretical concept or management fashion?
Examining the significance of IMC'', Journal of Advertising Research, Vol. 40 No. 5,
pp. 7-16.
Image-related
(1) Public relations. The advertisement attempts to earn public understanding and acceptance
of the service firm by stressing the practices policies and procedures of an individual or
the organization. This can be accomplished by identifying donations to charitable
organizations, sponsorship of esteemed causes or events, contributions to individual,
community or societal well-being and so on.
(2) Brand/offering advertising. The advertisement stresses the attribute of the service offering
in terms of the service workers (``we have skilled employees''), the service setting (``our
rooms are newly decorated''), the service customers (``the nicest people visit our
establishment''), or the service process (``we're fast and efficient'').
Behavior-oriented
(1) Consumer sales promotions. The advertisement describes a sales promotion within the ad
copy or somewhere else within that is linked to the service offering, e.g. a coupon, a
rebate, how to obtain a sample or preview of the service offering, a premium, a contest or
sweepstake, etc.
(2) Direct response advertising. The advertisement attempts to elicit a behavioral response
from consumers by describing a method that will facilitate such a response. These
methods could include mail in offers, 1-800 telephone numbers, requests to write for
additional information, and emphasis of Web site addresses. Mere inclusion of a Web site
address within an ad, without a statement suggesting the reader visit it, does not fulfill this
dimension.
&