Comparing Intensity and Effectiveness of Marketing Communications: Services vs. Non-services

J. Duncan Herrington, James G. Lollar, Michael J. Cotter and James A. Henley

Much of the literature regarding the advertising of services implies that services are more difficult to communicate than non-services.

Comparing Intensity and Effectiveness of Marketing Communications: Services vs Non-services

J Duncan Herrington, James G Lollar, Michael J Cotter and James A Henley

Because services are intangible, they can be more difficult to communicate and display than physical goods (Rathmell, 1974) Firms marketing physical goods (non-services) can readily display product features and attributes. Service organizations by comparison are limited to the communication of intangible features and/or the physical evidence associated with the purchase or use of a service.

That services are intangible and thus perhaps more difficult to communicate suggests two broad questions for...

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