An Examination of the Visual Element Used in Generic Message Advertisements: A Comparison of Goods and Services

REFERENCES

• Babin , Laurie A. and Burns , Alvin C. 1997 . Effects of print ad pictures and copy containing instructions to imagine on mental imagery that mediates attitudes , Journal of Advertising , 26 ( Fall, 3 ): 33 – 45 .
   Google Scholar
• Berry , Leonard . 1980 . Services marketing is different , Business , 30 ( May/June ): 24 – 9 .
   Google Scholar
• Childers , Terry L. , Heckler , Susan E. , and Houston , Michael J. 1986 . Memory for the visual and verbal components of print advertisements , Psychology and Marketing , 3 ( Fall ): 137 – 50 .
   Google Scholar
• Clow , Kenneth E. , Roy , Donald P. , and Baack , Donald 2001 . Content analysis of creative message strategies in service advertisements , 2001 American Academy of Advertising , March 2001 .
   Google Scholar
• Clow , Kenneth E. , Roy , Donald P. , and Hershey , Lewis B. 2002. Relationship of visual elements to creative message strategies in print advertisements, 2002 American Academy of Advertising , March 2002.
   Google Scholar
• Clow , Kenneth E. , Roy , Donald P. , and Hershey , Lewis B. 2002 . A Comparison of the incidence of advertising strategies in business-related magazines: Services versus goods , Services Marketing Quarterly , 23 ( 4 ): 65 – 80 .
   Google Scholar
• Clow , Kenneth E. , Tripp , Carolyn , and Kenny , James T. 1996 . The importance of service quality determinants in advertising a professional service: An exploratory study , Journal of Services Marketing , 19 ( 2 ): 57 – 72 .
   Google Scholar
• Cobb-Walgren , Cathy J. , and Mohr , Lois A. 1998 . Symbols in service advertisements , Journal of Services Marketing , 12 ( 2 ): 129 – 42 .
   Google Scholar
• Edell , Julie A. , and Staelin , Richard 1983 . The information processing of pictures in print advertisements , Journal of Consumer Research , 10 ( June ): 45 – 61 .
   Web of Science ®Google Scholar
• Frazer , Charles F. 1983 . Creative strategy: A management perspective , Journal of Advertising , 12 ( 4 ): 36 – 41 .
   Google Scholar
• Grossbart , Sanford , Muehling , Darrel D. , and Kangun , Norman 1986 . Verbal and visual references to competition in comparative advertising , Journal of Advertising , 15 ( 1 ): 10 – 23 .
   Web of Science ®Google Scholar
• Herrington , J. Duncan and Henley Jr. , James A. 2000 . Comparing the relative impact of services and non-services advertising: The case of insurance vs. automobiles , Journal of Promotion Management , 5 ( 2 ): 101 – 18 .
   Google Scholar
• Hirschman , Elizabeth C. 1986 . The effect of verbal and pictorial advertising stimuli on aesthetic, utilitarian, and familiarity perceptions , Journal of Advertising , 15 ( 2 ): 27 – 34 .
   Web of Science ®Google Scholar
• Lutz , Kathy A. and Lutz , Richard J. 1977 . Effects of interactive imagery on learning: Application to advertising , Journal of Applied Psychology , 62 ( 4 ): 493 – 98 .
   Web of Science ®Google Scholar
• Miniard , Paul W. , Bhatla , Sunil , Lord , Kenneth R. , Dickson , Peter R. , and Unnava , H. Rao 1991 . Picture-based persuasion processes and the moderating role of involvement , Journal of Consumer Research , 18 ( June ): 92 – 107 .
   Web of Science ®Google Scholar
• Mittal , Banwari . 1999 . The advertising of services: meeting the challenge of intangibility , Journal of Service Research , 2 ( August, 1 ): 100 – 1 .
   Google Scholar
• Mittal , Banwari . 2002 . Service communications: From mindless tangibilization to meaningful messages , Journal of services marketing , 16 ( 5 ): 424 – 432 .
   Google Scholar
• Mitchell , Andrew A. 1986 . The effect of verbal and visual components of advertisements on brand attitudes and attitude toward the advertisement , Journal of Consumer Research , 13 ( June ): 12 – 24 .
   Web of Science ®Google Scholar
• Shepard , R.N. 1967 . Recognition memory for words, sentences and pictures , Journal of Verbal Learning and Verbal Behavior , 6 : 156 – 63 .
   Google Scholar
• Stafford , Marla R. 1996 . Tangibility in services advertising: An investigation of verbal versus visual cues , Journal of Advertising , 25 ( 3 ): 13 – 29 .
   Web of Science ®Google Scholar
• Starch , Daniel . 1966 . How does the shape of ads affect readership ?, Media/Scope , 10 : 83 – 85 .
   Google Scholar
• Stern , Barbara B. 1988b . How does an ad mean? Language in services advertising , Journal of Advertising , 17 ( 2 ): 3 – 14 .
   Web of Science ®Google Scholar
• Unnava , H. Rao and Burnkrant , Robert E. 1991 . In imagery-processing view of the role of pictures in print advertisements , Journal of Marketing Research , 28 ( May ): 226 – 31 .
   Google Scholar