SERVICES ADVERTISING STATEGIES.

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One of the most critical ways that service promises are communicated through advertising intangibility which makes services advertising different from product advertising and difficult for marketers. The intangible nature of services creates problem for consumers both before and after purchase. Before buying services, consumers have difficulties in understanding them and coming up with sets of services to consider. After buying services, consumers have trouble in evaluating their service experience. The following ways to overcome these problems of intangibility includes;
1. Incorporate Existence.
The service product is neither made out of physical matter nor occupies physical space. Although the delivery mechanism may occupy space, the service itself does not.

2. Abstractness.
Services are considered apart from ant particular instances or material object. Service benefits such as financial security, fun or health do not correspond directly with objects, making them difficult to visualized and understand.

3. Generality Versus Specificity.
Generality refers to a class of things, persons, events or properties whereas specificity refers to particular objects, people or events

4. Encourage word-of mouth communication.
Because service is usually high in experience and credence properties, people frequently turn tto others for information rather then ti use traditional marketing channels. Services advertising and other external messages can generate word-of-mouth communication that extends the investment in paid communication and umproves he credibility of the messages.

5. Feature service customers.
One way to generate positive word-of-mouth is to feature satisfied customers in the communication. Advertising testimonies featuring real service customers stimulates personal communication.

6. Lise transformational advertising.
Transformation advertising is image advertisement that changes the experience of buying and consuming the product. Most advertisements for vacations destinations is transformational. It invites the consumer to escape I to a world that is necessarily subjective and perceptual. This approach involves making the advertisements vivid and rich I'm details,realistic and rewarding.

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