Page 239 - DMGT510_SERVICES_MARKETING

Services Marketing Hitesh Jhanji, Lovely Professional University

Notes Unit 13: Promotions and Servicescapes in Services

CONTENTS

Objectives
Introduction
13.1 Developing Integrated Communication Program

13.2 Guidelines for Services Communication
13.3 The Elements of Communication Mix

13.3.1 Advertising
13.3.2 Public Relations
13.3.3 Sales Promotion

13.3.4 Personal Selling
13.3.5 Word of Mouth
13.3.6 Direct Marketing

13.4 Designing Servicescapes
13.5 Summary
13.6 Keywords

13.7 Review Questions
13.8 Further Readings

Objectives

After studying this unit, you will be able to:
Realise how an integrated communication program is developed

State the guidelines for service communication

Discuss the role and relevance of elements of service communication mix

Explain the concept of servicescapes

Introduction

This unit will include a detailed study of how integrated communications program is developed
and how Servicescapes are designed.
Promotion is a tool that service marketers have used to great advantage in positioning their
service, adding tangibility and value to their offer. Promotion is used only as a temporary tool
and is communication oriented.

234 LOVELY PROFESSIONAL UNIVERSITY