Exam 9: Promoting the Interactive Service Experience

Tangibilizing the service means making it more concrete,thus enabling customers to understand it.

A local service provider is thinking about hiring you to promote its service.During your interview with the provider,the owner asked you to explain how a service provider could effectively communicate something that cannot be seen? How would you answer the question?

The guidelines for advertising services applies equally well to all services.

Sales promotions are not as good as the other promotional tools for stimulating demand for a service with excess capacity.

Advertising goals of services are sometimes captured by the acronym AIDA,which stands for

The promotional element of the services marketing mix can be used to accomplish all of the following functions EXCEPT

A service organization wanted to enhance the vividness of its services advertising.You are considered an expert in this area.What recommendations would you offer to enhance the vividness of the service organization's services advertising?

COMPLETION QUESTIONS Integrated Marketing Communication Tangibilizing the Service Promotion Promotion Mix Advertising Personal Selling Sales Promotions Public Relations Word-of-Mouth Communication Vividness Strategy Suggestive Selling Publicity The Internet -___________________ can generate product appeal by linking a service to a popular event or social cause.

COMPLETION QUESTIONS Integrated Marketing Communication Tangibilizing the Service Promotion Promotion Mix Advertising Personal Selling Sales Promotions Public Relations Word-of-Mouth Communication Vividness Strategy Suggestive Selling Publicity The Internet -____________ has profoundly influenced how services are promoted.

COMPLETION QUESTIONS Integrated Marketing Communication Tangibilizing the Service Promotion Promotion Mix Advertising Personal Selling Sales Promotions Public Relations Word-of-Mouth Communication Vividness Strategy Suggestive Selling Publicity The Internet -During the context of providing a service to a customer,the opportunity exists for ______________,which is the act of offering additional or complementary service-related options.

COMPLETION QUESTIONS Integrated Marketing Communication Tangibilizing the Service Promotion Promotion Mix Advertising Personal Selling Sales Promotions Public Relations Word-of-Mouth Communication Vividness Strategy Suggestive Selling Publicity The Internet -____________ are particularly well suited to stimulating short-run demand for a service with excess capacity.

COMPLETION QUESTIONS Integrated Marketing Communication Tangibilizing the Service Promotion Promotion Mix Advertising Personal Selling Sales Promotions Public Relations Word-of-Mouth Communication Vividness Strategy Suggestive Selling Publicity The Internet -_________ can reach large audiences quickly and provide them with valuable information,persuasive arguments,forceful reminders,and an enhanced service image.

Promotion is one element among the services marketing mix's 4Ps specifically designed to communicate with the customer.