A Stitch in Time Saves Nine: Redressing a (Dis)Service to Advertising
本文指出传统服务广告范式因数字交易模糊了商品与服务界限而存在缺陷，提出了基于文献的服务广告通用框架，并规划了未来研究议程，以重新激发学界和业界的兴趣。
Services and economic growth are inseparably connected in developed economies. However, digitally enabled transactions continue to transform how services are conceptualized, produced, and delivered around the world. These changes blur the lines between goods and services by creating new combinations of products that call into question fundamental generalizations of the traditional services advertising paradigm. To redress this flaw and regenerate interest in an underexploited research domain, this article (1) introduces a literature-based generalized framework for services advertising and (2) provides a future research agenda for reengaging academicians and practitioners. Although the theoretical basis for services advertising received attention soon after the concept of services marketing was born, it peaked between 1996 and 2005, before waning over the past 15 years. The diminution of empirical attention to this important topic was due, in part, to an overreliance on the traditional goods/services distinction, the lack of an agreed-upon definition, and the theory–practice gap in service-based marketing. Resurrection of this critically needed research will allow new advertising strategies to be developed that will enhance both theory testing and practitioner needs.