SERVICES ADVERTISING - AN OVERVIEW AND SUMMARY OF RESEARCH, 1980-1995

Although services advertising has been studied heavily, researchers co ncur that programmatic research with a strategic emphasis is still nee ded on that topic. Such efforts may be hampered without a comprehensiv e summary of the general findings across studies. Therefore, to assess the current state of services advertising research and to encourage a dditional investigations, the author offers a conceptual review of the services advertising literature from 1980 to 1995. Those 15 years par allel the last two evolutionary stages of dramatic growth in general s ervices marketing research.