8/9/2019 Role of Advertising in Service Final
1/31
ROLE OF ADVERTISINGROLE OF ADVERTISING
IN SERVICEIN SERVICE
ByByHimanshu S MishraHimanshu S Mishra
8/9/2019 Role of Advertising in Service Final
2/31
Advertising A ServiceAdvertising A Service
Instead Of A ProductInstead Of A Product
Advertising services is one of the most difficult type ofAdvertising services is one of the most difficult type ofadvertising.advertising.
You don't have a tangible product you can put inYou don't have a tangible product you can put insomeone's hand.someone's hand.
They can't touch it, feel it, see it or smell it.They can't touch it, feel it, see it or smell it.
It must often be explained as well as demonstrated.It must often be explained as well as demonstrated.
8/9/2019 Role of Advertising in Service Final
3/31
Service OperationsService Operations
Characteristics of Service OperationsCharacteristics of Service Operations
TangiblesTangibles -- appearance of physical facilities, equipment,appearance of physical facilities, equipment,
personnel, and communication materialspersonnel, and communication materials ReliabilityReliability -- ability to perform the promised serviceability to perform the promised service
dependably and accuratelydependably and accurately
ResponsivenessResponsiveness -- willingness to help customers and towillingness to help customers and toprovide prompt serviceprovide prompt service
AssuranceAssurance -- knowledge and courtesy of employees andknowledge and courtesy of employees andtheir ability to convey trust and confidencetheir ability to convey trust and confidence
EmpathyEmpathy -- provision of caring, individualized attention toprovision of caring, individualized attention tocustomerscustomers
8/9/2019 Role of Advertising in Service Final
4/31
Service OperationsService Operations
Defining ServicesDefining ServicesGoods Services
100% 75 50 25 0 25 50 75 100%
Video Rental Stores
Appliance Stores
Florists
Fast-food Restaurants
Gourmet Restaurants
Lawn Services
Hospitals
Banks
8/9/2019 Role of Advertising in Service Final
5/31
Service OperationsService Operations
Types of Service OperationsTypes of Service Operations
Service
Capital Intensive Labor Intensive
Monitored by
Unskilled
Operators
Automatic Operated by
Skilled
Operators
Unskilled
Labor
Skilled
Labor
Professionals
Vending
machines,
automated
car washes
Movie
theaters,
taxis, dry
cleaners
Airlines,
medical
testing,
excavating
Lawn care,
janitorial,
guards
Appliance
repair,
banks,
catering
Doctors,
lawyers,
consultants
8/9/2019 Role of Advertising in Service Final
6/31
Service OperationsService Operations
Defining ServicesDefining Services -- Types of ProcessesTypes of Processes
Project
Job Shop
Flow Shop
Continuous
Process
Construction,
Shipbuilding
Sign-making
Tailoring
Automobiles
Appliance Shop
Oil Refinery
Cereal Plant
Consulting,
Software Devel.
Auto Repair
Restaurant
Fast Food Rest.
Car Wash
ATMs
Police / Fire Svc
Type Mfg. Example Service Example
8/9/2019 Role of Advertising in Service Final
7/31
Service OperationsService Operations
Characteristics of Service OperationsCharacteristics of Service Operations
Characteristic Manufacturing Service
Nature of Location
Number of locations few manyPlacement of locations near key resources near customer
Nature of EmployeeSkill type technical behavioral
Nature of Customer InvolvementPhysical contact little greatCustomer participation low high
Nature of DeliverablePerishable no likely
Nature of Capital StructureFixed or variable costs high fixed/low variable low fixed/high variable
Ability to measure quality moderate difficult csProductivity measurement routine difficult cs
8/9/2019 Role of Advertising in Service Final
8/31
A GAPS MODEL OF SERVICE QUALITY
Customers
Service
Expectations
CUSTOMER SERVICE ORGANIZATION
Service
Quality
Gap
Customers
ServicePerceptions
GAP 5
Organizations
Understanding of
Expectations
Organizations
Service Standards
Organizations
Service
Performance
Organizations
Communications to
Customers
Market
Information
Gap
Service
Performance
Gap
Internal
Communication
Gap
Service
Standards
Gap
GAP 1
GAP 2
GAP 3
GAP 4
8/9/2019 Role of Advertising in Service Final
9/31
Definition of AdvertisingDefinition of Advertising
Advertising is bringing a product (orAdvertising is bringing a product (or service)service) to theto theattention of potential and current customers.attention of potential and current customers.
Advertising is typically done with signs, brochures,Advertising is typically done with signs, brochures,commercials, direct mailings or ecommercials, direct mailings or e--mail messages,mail messages,
personal contact, etc.personal contact, etc.
8/9/2019 Role of Advertising in Service Final
10/31
Definition of PromotionDefinition of Promotion
Promotion keeps the product in the minds of thePromotion keeps the product in the minds of thecustomer and helps stimulate demand for the product.customer and helps stimulate demand for the product.
Promotion involvesongoing advertising andpublicityPromotion involvesongoing advertising andpublicity(mention in the press).(mention in the press).
The ongoing activitiesof advertising, salesandpublicThe ongoing activitiesof advertising, salesandpublicrelationsare often consideredaspectsof promotions.relationsare often consideredaspectsof promotions.
8/9/2019 Role of Advertising in Service Final
11/31
FAQ regarding advertisingFAQ regarding advertisingin servicein service
Does advertising have a role toDoes advertising have a role toplay?play?
'Why should I advertise?'Why should I advertise?
'How will advertising improve my'How will advertising improve myservice ?'service ?'
Why should I advertise?Why should I advertise?
How will advertising improve myHow will advertising improve my
service ?service ?
8/9/2019 Role of Advertising in Service Final
12/31
NeedNeed
DriversDrivers
Lifestyle Predictability
Fairness
8/9/2019 Role of Advertising in Service Final
13/31
NeedNeed
DriversDrivers
Lifestyle Predictability
Fairness
Do they care formy interests and
the things Ibelieve in equality, flexibility, intent,
individualization, ethics
8/9/2019 Role of Advertising in Service Final
14/31
NeedNeed
DriversDrivers
Lifestyle Predictability
Fairness
what I really wantis more from my
life
More money, more
time, less stress,more enjoyment
8/9/2019 Role of Advertising in Service Final
15/31
NeedNeed
DriversDrivers
Lifestyle Predictability
Fairness
can I be sureabout the
future
Consistency & SecurityOf Costs & Benefits
8/9/2019 Role of Advertising in Service Final
16/31
Advertising is paid forAdvertising is paid for......
SourceCoded
Message
Medium of
Transmission
Decoded
Message
Receiver or
Audience
Feedback
(((Noise))) (((Noise)))
8/9/2019 Role of Advertising in Service Final
17/31
Model for developing anModel for developing an
Advertising CampaignAdvertising Campaign
Evaluate
Advertising
Effectiveness
Execute
Campaign
Create the
Advertising
Messages
Develop
the Media
Plan
Identify &
Analyze
TargetAudience
Define the
Advertising
Objectives
Create the
Advertising
Platform
Determine
the
AdvertisingAppropriation
8/9/2019 Role of Advertising in Service Final
18/31
MAJORMETHODS OFMAJORMETHODS OFADVERTISING AND PROMOTIONSADVERTISING AND PROMOTIONS
Using Direct MailUsing Direct Mail
Mailing ListsMailing Lists
Using Signs and DisplaysUsing Signs and Displays
Using Classified Ads inN
ewspapers andM
agazinesUsing Classified Ads inN
ewspapers andM
agazines
Advertising on Radio and T.VAdvertising on Radio and T.V
OnOn--Line Advertising and PromotionLine Advertising and Promotion
YeYellow Pagesllow Pages
TelemarketingTelemarketing
Trade show participationTrade show participation
NEWS /Press releasesNEWS /Press releases
8/9/2019 Role of Advertising in Service Final
19/31
IntegratedIntegrated CommunicationsCommunications
Personal Selling
Trade Shows
AdvertisingDirect
Marketing
Sales
Promotion Publicity
C
Product
Price Distribution
Promotion
8/9/2019 Role of Advertising in Service Final
20/31
Developing the Media Plan
Media Exposure: GRP = Reach xMedia Exposure: GRP = Reach xFrequencyFrequency
Media Selection, Costs & SchedulesMedia Selection, Costs & Schedules
-- Radio/TV/Internet/Newspaper/etc.Radio/TV/Internet/Newspaper/etc.
InIn--storestore
mediamedia
Other:Other: TransitTransit
8/9/2019 Role of Advertising in Service Final
21/31
The K.I.S.S. PrincipleThe K.I.S.S. Principle
-- KEEP IT SHORT ANDKEEP IT SHORT ANDSIMPLESIMPLE
8/9/2019 Role of Advertising in Service Final
22/31
Advertisements painted on the side of buildings were commonin the early-20th century U.S. This instance, now faded fromlack of upkeep, is an example of a ghost ad.
Apromotional agency advertises its services
One crude but effectiveadvertising method is topay someone to stand
on a corner andw
ave asign all day
Trade ShowAttracts
8/9/2019 Role of Advertising in Service Final
23/31
TYPES OFMEDIA STYPES OFMEDIA S
ADVANTAGES ANDADVANTAGES AND
DISADVANTAGESDISADVANTAGES
8/9/2019 Role of Advertising in Service Final
24/31
YELLOW PAGESAdvantagesAdvantages
One ad works all year long. Gives your prospect a method of easilylocating and
contacting your business,even if they didn't initially knowyour name.
Can helpyou describe the differences between you and
your competition. You pay by the month instead of one large payment.
DisadvantagesDisadvantages
You must commit to an entire year of advertising.
You are immediatelyplaced with a group of your
competitors, making it easy forthe prospect to comparisonshop.
Some classifications are so cluttered with advertising, yourad is buried and ineffective.
It is only effective when a prospect looks you up in the
correct classification.
8/9/2019 Role of Advertising in Service Final
25/31
NewspaperNewspaper
Advantages
From the advertiser's point-of-view,newspaper advertising canbe convenient because production changes can be made quickly,
Even thoughyou may not have a lot of moneyin your budget,you can stillplace a series of small ads, without
making a sacrifice.
Disadvantages
Newspapers usually are read once and stay in the house for just aday.
The print quality of newspapers isn't always the best, especiallyfor photographs. So use simple artwork and line drawings forbest results.
The page size of a newspaper is fairlylarge and small ads canlookminuscule.
You're not assured that everyperson who gets the newspaper
will read your ad.
8/9/2019 Role of Advertising in Service Final
26/31
Radio AdvertisingAdvantages
The ability to easily change and update scripts areparamount to radio broadcasting,since news stories can andoften do happen live.
If a radio personality announces your commercial, it's almostan implied endorsement.
Radio is also a way to support your printed advertising. Youcan say in your commercial, "See our ad in the SundayTimes,"
Disadvantages
You can't review a radio commercial. Once it plays, it's gone. Since there are a lot of radio stations, the totallistening
audience for any one station is just one piece of a muchlarger whole. People don't listen to the radio all the time ... only during
certain times of day.
8/9/2019 Role of Advertising in Service Final
27/31
Television Advertising
Advantages
Television reaches verylarge audiences TV offers the greatest possibility for creative advertising. With a camera,you cantake your audience anywhere and
show them almost anything.
TV audience is divided into muchlarger segments,whichenables you to reach a larger,yet,more diverse audience.
Disadvantages the stations can charge more for commercials
Producing a commercial is also an important variable toconsider.
Creativity: A VitalElement you shouldn't attempt it unless you have enoughmoney in
your budget to do it
8/9/2019 Role of Advertising in Service Final
28/31
OUTDOOR ADVERTISINGAdvantagesAdvantages
People can't "switch it off" or "throw it out." people who drive by or walk past see the same message a
number of times.
Abillboard located a block in front of your business candirect people to your showroom
Disadvantages
Outdoor advertising is a glance medium. At best, it onlydraws 2-3 seconds of a reader's time.
Messages must be brief to fit in that2-3 second time frame.
Ninety-five percent of the time, either the message or theaudience is in motion.
The nature of the way you buy outdoor advertising (usuallya three-month
8/9/2019 Role of Advertising in Service Final
29/31
The reasons that advertisingThe reasons that advertisingfails are many:fails are many:
11 ..Inadequate briefs from advertisers to their agency.Inadequate briefs from advertisers to their agency.
2. Agencies seldom quantify their own objectives2. Agencies seldom quantify their own objectives -- the perceptionsthe perceptionsthey wish to create.they wish to create.
3. Sending the wrong message that does not address the perceived3. Sending the wrong message that does not address the perceiveddeficiencies.deficiencies.
4. The poor selection of media (budget limitations are generally4. The poor selection of media (budget limitations are generally
used as the 'excuse' for poor performanceused as the 'excuse' for poor performance -- so, advertise less to theso, advertise less to thecorrect audiences).correct audiences).
5. Not allowing the campaign to run long enough to achieve the5. Not allowing the campaign to run long enough to achieve theobjectives.objectives.
6. Too much spent on production.6. Too much spent on production.
7. Pre and post7. Pre and post--testing.testing.
8. Research.8. Research.
9. Unqualified personnel:,/I> it is critical to have both parties9. Unqualified personnel:,/I> it is critical to have both parties'qualified' in advertising and marketing and, leave this job to the'qualified' in advertising and marketing and, leave this job to theappointed personnel.appointed personnel.
10. Advertising must move away from a 'spend' to an 'INVESTMENT10. Advertising must move away from a 'spend' to an 'INVESTMENT'.'.
8/9/2019 Role of Advertising in Service Final
30/31
Ifyoudonttake care ofyourIfyoudonttake care ofyour
customers, someone else will.customers, someone else will.
8/9/2019 Role of Advertising in Service Final
31/31
THANK YOUTHANK YOU
Recommended