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The Relationship between Service Advertising Strategies and Consumers Responses

The Relationship between Service Advertising Strategies and Consumers Responses - Dissertation Example

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The paper "The Relationship between Service Advertising Strategies and Consumers Responses" states that marketers within the hospitality industry absolutely need to understand such processes, through more research, regardless of where consumers obtain the information they synthesize…

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The Relationship between Service Advertising Strategies and Consumers Responses

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Subject: Family & Consumer Science
Type: Dissertation
Level: Masters
Pages: 31 (7750 words)
Downloads: 2
Author: leonebartell

Extract of sample "The Relationship between Service Advertising Strategies and Consumers Responses"

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The following items garnered significant results: The advertisement caught my attention; The advertisement elicited my interest in the hotel being advertised; I felt the conviction that what is shown in this advertisement must be true, and developed a positive disposition on my part; The information shown in the ad is complete in itself; I will keep this hotel name in mind so that I can stay there in my next trip to London; The benefits of staying in the hotel advertised are highlighted; The best features of the hotel advertised are indicated in the advertisement; Testimonials are provided to attest to the quality of hotel amenities and features; The advertisement encouraged me to take a positive action (e.g. remembering hotel name, booking the hotel); Facts and statistics relevant to the hotel or hotel location are provided and well appreciated; and Overall, the advertisement may be considered excellent.

There are no significant differences garnered for the following statements: I would like to know more information about this hotel by looking it up in the telephone directory and calling this hotel; I would like to know more information about this hotel by looking it up in the Internet; A response device (e.g. telephone number, web address), if available, is a welcome feature; and Performance documentation features such as reference cases and cost calculations are most welcome.The foregoing outcomes indicate that the combined use of visualization and documentation strategies is most apt for eliciting positive consumer behaviour.

Visualization strategies refer to how clear, memorable visual cues are utilized in order to give a customer the best possible picture of what he can expect (Sakao and Lindahl 2009; Berry and Clark 1986; Mittal 1999; Hill et al. 2004). Message information plays the most critical role in influencing prospective customers, piquing their interest by means of colors and symbols (McGill and Anand 1989; Collins et al. 1988). It is also intended as an explanation of sorts as to why, exactly, one should patronize the product in question.

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