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Journal of Advertising articles from December 1997
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Journal of Advertising archives from December 1997
Advertising intimacy: relationship marketing and the services consumer.
December 22, 1997... In the 1980s, Berry termed the contact between services firms and consumers "relationship marketing" (1980) and defined it as "attracting, maintaining, and - in multi-service organizations - enhancing customer relationships" (1983, p. 25; cf....
Services advertising: an overview and summary of research, 1980-1995.
December 22, 1997... A major review of research in general services marketing through 1993 exists (Fisk, Brown, and Bitner 1993), as does a 10-year content analysis of advertising research trends for the years 1976 through 1985 (Yale and Gilly 1988). Stafford...
A comparison of advertising content: business to business versus consumer services.
December 22, 1997... Several studies have investigated differences between goods and services advertisements, but no research has examined differences between business-to-business services advertising and consumer services advertising. The authors use the content...
Communicating experiences: a narrative approach to creating service brand image.
December 22, 1997... Service Brand Image
One of the most heated and enduring debates in the marketing and advertising literature pertains to advertising effectiveness: What are the effects of advertising on consumers? What effects should advertisers attempt to...
Disruption.
December 22, 1997... Reviewed by: Ronald E. Taylor, University of Tennessee, Knoxville
Rosser Reeves wrote Reality in Advertising to promote his business; David Ogilvy did the same. Among the latest agency people to present his ideas in book form is Jean-Marie...
The Great American Blowup: Puffery In Advertising and Selling.
December 22, 1997... Reviewed by: Eric Haley, University of Tennessee, Knoxville
Ivan Preston, Professor of Journalism and Mass Communications at the University of Wisconsin-Madison, continues his academic contributions to the understanding of advertising...
