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A comparison of services advertising strategies used in Us and Korean magazine ads: A content analysis

Title
A comparison of services advertising strategies used in Us and Korean magazine ads: A content analysis
Author
문영숙
Keywords
Services marketing; Advertising; Korea; USA
Issue Date
2002-09
Publisher
MCB UP Ltd
Citation
Journal of Services Marketing, v. 16, no. 5, page. 443-459
Abstract
This study assesses the level to which services advertisers follow guidelines for effective services advertising suggested by prior academic literature. The study analyzes George and Berry’s five guidelines for effective services advertising strategies and Berry and Clark’s four tangibilization strategies. The extent to which these suggested strategies are actually implemented by practitioners in the USA and South Korea is investigated, using a content analysis methodology. It is hypothesized that advertisers in a more advanced services economy like the US would be more in tune with the distinctive nature of services (e.g. intangibility) and would practice these guidelines more frequently than advertisers in a newly developed services economy like Korea. The findings suggest that US services magazine ads do use most of the suggested services advertising strategies more frequently than the Korean counterparts. However, there are a few exceptions, and some of the guidelines were not widely used in either country. Managerial implications and suggestions for further research are provided.
URI
https://www.emerald.com/insight/content/doi/10.1108/08876040210436911/full/htmlhttps://repository.hanyang.ac.kr/handle/20.500.11754/157347
ISSN
0887-6045
DOI
10.1108/08876040210436911
Appears in Collections:
COLLEGE OF COMMUNICATION[E](언론정보대학) > ADVERTISING & PUBLIC RELATIONS(광고홍보학부) > Articles
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