Comparing Intensity and Effectiveness of Marketing Communications: Services vs. Non-services
比较服务业与非服务业在营销传播强度和销售效果上的差异，发现服务业营销传播的销售效果并不逊色，甚至对消费者服务企业短期效果更强。
Much of the literature regarding the advertising of services implies that services are more difficult to communicate than non-services. Assuming that this is true, is it reasonable to expect that services communications will be comparatively less effective at generating sales? To address this question, this study compares the intensity and effectiveness of total marketing communications among service and non-service firms serving consumer and industrial customers. Additional comparisons were made using advertising alone. The results suggest that, contrary to expectations, services communications appear to be no less effective at generating sales than nonservices communications. In fact, the impact of marketing communications is higher for consumer service firms than for consumer nonservice firms—at least in the short run. In light of these findings, several general implications for both researchers and services marketers are discussed.