The products can be displayed in the advertisements which are easy to communicate to the consumers. But, what is about the services? How can be the intangible services are communicated to the consumer audiences? The qualities of the services are intangible which is practically impossible to transfer to the target customers. Sample, free trials and demonstrations are possible in case of the products, where as the service providers commonly encounter this problem. The promotion of services is possible through various methods like advertising, public relations, sales promotion, personal selling, direct mail, internet marketing and sponsorship.
The different service providers include tourism departments, financial services, online agencies, entertainment services, telecom services, foods services and many more. Some of the strategies which can be applied for effective advertising of services are noted below.
Application of humor in communication of information about the services is a method. This method is used for the attention seeking and increasing of comprehension. The detailed descriptions about the features can easily overcome the barrier of intangibility. The value of the services should be focused in the advertisements. The videos or photographs showing the services and quality will be helpful for faster penetration. How the add is presented is very important to retain the customer attention.
The common tests for evaluating the effectiveness of advertisements used in the advertising of products can be used here also. The performance of the service that is whether it is people-based or equipment based must be given special care. The attributes of advertising can be only decided according to this. The performance of the employees is an essential factor in case of people based services. This is because the customers may contact the employees to enquire about the nature and objectives of service. Here, the expectations of the customer should not be destroyed by the ignorance or negligence from the employees.