Chapter 10: Marketing Services

When it comes to advertising, products can be easy to advertise because they are a physical item that one can see and touch and grasp their mind around, but for services advertising can be much harder. Services can range far and wide, including everything from insurance, to airlines and hotels, to something as simple as getting your lawn mowed. In the following paragraphs I will show three examples of service advertisements and analyze just how they did it.

                In this first video, Verizon Wireless is advertising their cell service. They are focusing on the important point and concept “rule the air”. Throughout the commercial they are building up through different scenes showing the viewer how important it can be to have a service provider that gives you service everywhere and how helpful and assuring that can be- especially in the most important situations.

                In the ABC news commercial, ABC is trying to demonstrate their traditions and how they attempt to deliver the news. They talk about the “honor” and “accomplishment” of their former anchor and how that will be carried on in a new chapter of news reporting. They are demonstrating their ability to portray the news in the best way and hoping to hook viewers with these points.

                The final commercial and the one that I think demonstrates a service in the most creative way is the Progressive commercial. They are taking intangible things such as “24/7 live support insurance coverage” and “pet injury coverage” and turning them into physical items and presents. Obviously when you buy these coverages, they are not a physical item, but this commercial is making it easier for the viewer to observe them in this fashion and making it easier for the viewer to get a grasp around what service they are marketing.

                Whether you have a product or a service, the marketing aspect is incredibly important and something that simply can’t be passed up no matter how hard it may be to market a specific thing. Creativity is key and the more eye catching an ad is, the more powerful it will be.