Определение составляющих эффективной рекламы услуг

Мортимер Кэтлин

Предпосылки;

Содержание рекламных сообщений;

Инструменты реализации;

Методологи;

Выборочная совокупность;

Процедура кодирования;

Полученные данные и обсуждение;

Halifax;

Orange;

Pizza Hut;

Frizzell Insurance;

AA;

Barclaycard;

Рекламные сообщения;

Средства реализации;

Организационные выводы;

Ретроспективные исследования Big data

Эффективность рекламы Анализ эффективности

Реклама Рекламная стратегия

Услуги и сервис

Ключевые слова: услуги, реклама, эмоциональный посыл, рациональный посыл, эффективность рекламы

Аннотация

Цель данной работы - установить составляющие эффективной рекламы услуг. Она достигается путем изучения выборки рекламных сообщений, использовавшихся для продвижения услуг, которые были признаны успешными. Сообщения проанализированы с точки зрения использования в них рациональных и эмоциональных посылов, оценены три средства реализации: физическое представление, документальное подтверждение и демонстрация встречи с услугой / поставщика.

Журнал: «Маркетинг услуг» — №2, 2009 (© Издательский дом Гребенников)

Объем в страницах: 16

Кол-во знаков: около 41,803

Библиографическая ссылка: печать / интернет

* Деятельность Meta (соцсети Facebook и Instagram) запрещена в России как экстремистская.

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Мортимер Кэтлин
Ph.D

Старший научный сотрудник Оклендского технологического университета, имеет степень MBA и PhD.

Окленд, Новая Зеландия

Сфера исследовательских интересов — изучение рекламы услуг. До переезда в Новую Зеландию в течение десяти лет работала в рекламной индустрии в Лондоне, затем присоединилась к университетским кругам.

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