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Advertising
As the most dominant form of communication in consumer marketing, advertising is often the first point of contact between service marketers and their customers, serving to build awareness,inform , persuade , and remind.Advertising plays a vital role in providing factual information about services and educating customers about product features and capabilities . To demonstrate this role , Stephen Grove , Gregory Pickett , and David Laband carried out a study comparing newspaper and television advertising for goods and services.Based on a review of 11,543 television advertisements over a 10-month Period and of 30,940 newspaper display advertisements that appeared over a 12-month period , the researchers found that ads for services were significantly more likely than those for goods to contain factual information on price,guarantees/warranties,documentation of performance,and availability (where,when,and how to acquire products ) .
one of the challenges facing advertisers is how to get their messages noticed Television and radio broadcasts are cluttered with commercials , whereas newspapers and magazines sometimes seem to contain more ads than news and features.How can a firm hope to stand out from the crowd ? Longer , louder commercials and large-format ads are not necessarily the answer.Some advertisers stand out by using striking designs or a distinctively different format . To catch readers’attention , the Humane Society used a black-and-white sketch of a winsome puppy in a magazine in which everyone else was advertising in color ( Figure 5-6 ).
A broad array of paid advertising media is available , including broadcast ( TV and radio ) , print ( magazines and newspapers ) , movie theaters , and many types of outdoor media ( posters , billboards , electronic message boards , and the exteriors of buses or bicycles ). Some media are more focused than others , targeting specific geographic areas or audiences with a particular interest.Advertising messages delivered through mass media are often reinforced by direct-marketing tools , such as mailings , telemarketing,faxes , or e-mail.
Direct Marketing
This category embraces mailings,recorded telephone messages,faxes,and e-mail . These channels offer the potential to send personalized messages to highly targeted microsegments.Direct strategies are most likely to be successful when marketers possess a detailed database of information about customers and prospects.