Services Advertising: An Overview and Summary of Research, 1980–1995

Although services advertising has been studied heavily, researchers concur that programmatic research with a strategic emphasis is still needed on that topic. Such efforts may be hampered without a comprehensive summary of the general findings across studies. Therefore, to assess the current state of services advertising research and to encourage additional investigations, the author offers a conceptual review of the services advertising literature from 1980 to 1995. Those 15 years parallel the last two evolutionary stages of dramatic growth in general services marketing research.