Page 244 - DMGT510_SERVICES_MARKETING

Unit 13: Promotions and Servicescapes in Services

The advertiser seeks to change the attitude of the customer and the messages are directed at the Notes
affective (having the ability to feel) part of his brain.

Sales Goals

The advertiser might only need sales generation and can ask an advertising agency to devise a
communication campaign to help generate sales. The problem with achieving this goal and
claiming credit for this achievement is two-fold:
The lagged effect that advertising has on sales. People do not go to buy the service

synchronized with the advertising campaign; nor do they stop buying a service with the
end of a campaign.
Other marketing mixes like new products, distribution, pricing and packaging might

contribute to sales.

Did u know? The advertiser seeks to make the consumer buy the service offer and the
message is directed at the conative or psychomotor (drive for action) part of his brain.
Advertising is solely dependent on media to carry its messages. Some popularly-used
media are cinema, TV, newspapers, magazines, outdoor (hoardings or billboards),
brochures, pamphlets, direct mail, telephone and posters.

Selection of Media

The media can be selected taking the following four points into consideration:

Characteristics of the Medium

The advertiser should know about the following characteristics of the medium:
Geographical coverage of the medium

Type and quantity of audience reach

Frequency with which it can touch the targeted audience

Possibilities of using sound, colour and movement

Ability to reach niche or special-target segment.

All of the above characteristics are valid if accompanied by credibility of the message
communicating the offer.

Atmosphere of the Medium

‘The Medium is the Massage’ was the intentionally intriguing title of the seminal book by
Marshal McLuhan. The medium could have its own image, which could be at variance with the
image of the organisation. Then the chosen medium or vehicle cannot faithfully communicate
the image of the organisation; a medium with a different image might convey a different image
for the service marketer.

Example: A conservative banking organisation like ABN Amro may not want to be use
a funky, youth-oriented channel like MTV. The image of the latter might be so very different
from that of the former.

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