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

Authors: Bang H-K.; Moon Y.S.

Source: Journal of Services Marketing, Volume 16, Number 5, 2002 , pp. 443-459(17)

Publisher: Emerald Group Publishing Limited

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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.

Keywords: Services Marketing; Advertising; Korea; Usa

Document Type: Research article

DOI: http://dx.doi.org/10.1108/08876040210436911

Publication date: 2002-08-14