Communication Optios in Services

8/6/2019 Communication Optios in Services

http://slidepdf.com/reader/full/communication-optios-in-services 1/14



PRESENTED BY:Kamal Kant Bansal

Praveen Jain



` For consumer services, advertising and sales

pr omotions are the most pr ominent

communication options. Personal selling is used

only f or big-ticket services such as real estate andinsurance. For business-to-business services,

personal selling is the most pr ominent

communication option, with advertising and sales

pr o

mo

tio

ns playing a lesser r o

le.



` Advertising is the best tool f or

building brand and firm equity. It

is able to reach a vast number of consumers simultaneously and is

highly flexible.



Advertising perf orms f our different r oles in the

communication pr ogram.

It can be used «««««..

1. To inf orm2. To persuade

3. To remind

4. To induce



` Informative advertising pr ovides

inf ormation to viewers(audience) about a service.`Persuasive advertising involves an eff ort

by the advertiser to convince consumers of a

particular point of view.

`Reminder advertising involves the use of

cues in an advertisement to enhance brand and

firm recall. The cues are kept simple and may

involve music, a simple slogan, or a brief

message.



`Action inducing advertising attempts

to persuade viewers to either purchase a service

or inquire about it. Action inducing advertising is

often tied in with other f orms of sales pr omotionssuch as a coupon or a premium.



` Services possess f our unique characteristics:

Intangibility

Perishability

InseparabilityVariability

Advertising can be used to reduce the negative

impact of these characteristics.



` It can increase the pr obability of a purchase by the

consumer.` Consumer expectations are more clearly defined

and understood by the consumer.

` The perceptions of service quality are normally

enhanced since the consumer knows what to expect.

` The level of customer satisfaction with the service

increases since consumers go into the service

experience with more knowledge about what willhappen.



` Advertising is an effective means of reducing purchaserisk. Advertising cannot reduce the consequences

component of risk but it can be used to reduce the

uncertainty component.

` Advertising can reduce perf ormance risk by assuringcustomers they will receive a high level of service

perf ormance.

` Advertising can be used to reduce psychological, social

and physical risk. By conveying inf ormation about a

service, customers can be reassured the service will fit

their self image(psychological risk).



` Consumer positioning of a firm is the one a firm

occupies relative to its competition. Advertising

plays a very critical r ole in the positioning strategy

of an

organizati

on. Thr

ough advertising, a firm isable to influence the thinking of individuals.

Advertising can be used to either reinf orce the

position a firm currently holds or to move the firm

to

a new po

sitio

n.



` Advertising is needed to increase both brand loyaltyand repeat purchase behavior. The difference lies inhow the advertising is used and what type is needed. Advertising plays a central r ole in increasing brand

loyalty, with sales pr omotions being used to support or reinf orce the advertising. The goal of the advertising isto enhance the image consumers have of the firm andthe services being offered. If the services are beingsold under a brand name, advertising is needed to

build brand recognition and brand equity.



` For repeat purchase behavi

or,advertising¶s r ole is the reverse.

Advertising is used to inf orm

customers of sales, pr omotions, or

other events. Reminder advertising is

used to encourage repeat purchase

behavior by keeping the name of the

firm or the brand name of the service

in fr ont of consumers.

Communication Optios in Services

Documents

Transcript of Communication Optios in Services