Constituents Of Advertising Effectiveness: A Study Of Select Service Advertisements | Pragya Keshari, Asha Jain & Sangeeta Jain

Advertising plays important role in promoting a product or service. It is an integral part of Integrated Marketing communication. It not only helps in selling the product but also contribute in developing a favorable image for the product or service in the market. Although creating advertisements for services always remain challenging for advertisers. Because of unique nature of services, it is difficult for them to persuade the customers about the benefits and features of the services. The present paper is an attempt to explore the factors that makes service advertising more effective. The data required for the purpose of study was collected from male and female consumers of different age-groups from Indore city. Factor analysis using SPSS software was done to arrive at the results. The results of the study indicated that attractive visuals, believability, informational content, relevance, memorability and persuasiveness are the factors that make a service advertising more effective