Question

In class we talked about the differences in services and products, specifically that the intangibility of service products results in a different evaluation of services before they are purchased. Generally, products are much easier for consumers to evaluate before purchase than services are. But the differences go further - it extends to communication and advertising. Sometimes companies struggle to communicate and overcome the difficulties posed by intangibility

For many services it is difficult for companies to communicate/advertise the real benefits and with some services the difficulties are more dramatic than others e.g. - insurance, management consulting, legal services, investment services, advertising services, public relations, fitness - personal trainers...and hotels, restaurants.

As the service sector grows and competition increases many service firms are starting to advertise and promote their services more. It is not enough to simply create awareness. Many hospitality companies are advertising their services much more aggressively than ever before.

Select two Tourism/Hospitality companies (you need 2 actual companies) and search for samples of recent advertising in English. It could be traditional media like TV or magazines or digital media, social media. You need 3 examples for each company (for a total of 6 examples) and include the images of the ads found in your search. If you do not use Tourism/Hospitality companies mark for the assignment will be 0.

Answer 1

In the service industry, intangible aspects such as satisfaction guarantees and reputation are crucial differentiators that need to be communicated through advertising. Companies in the hospitality sector employ various media channels to make their intangible services tangible in consumer's minds, highlighting the importance of creative advertising in shaping customer preferences.

Step-by-step explanation:

Intangible aspects of services, like the promise of satisfaction, reputation, or free delivery, often serve as differentiators in the service industry. Especially in sectors with intangible products like insurance, management consulting, and hospitality, companies must rely on effective advertising to communicate service benefits that consumers cannot evaluate before purchase. Through advertising, firms strive not only for awareness but also to shape customer preferences based on intangible experiences

In the competitive landscape of hospitality, companies must be even more creative and aggressive in their advertising efforts, deploying campaigns across traditional and digital media platforms. Whether it's a television ad showcasing the luxurious experience at a hotel or social media promotions highlighting the unique dining experience at a restaurant, the goal is to make intangible service attributes tangible in the minds of consumers. This challenge highlights the importance of innovative and visually compelling advertising in conveying the essence of the service being offered.

As an exercise, if a student were to analyze the advertising strategies of two tourism/hospitality companies, they would need to retrieve three different advertisements for each company, thus providing examples of how these firms convey the intangible aspects that differentiate their services within the marketplace.