| Author: | Hite, R.E. Fraser, C. Bellizzi, J.A. |
| Title: | Professional service advertising: the effects of price inclusion, justification, and level of risk |
| Journal: | Journal of Advertising Research
1990 : AUG/SEPT, VOL. 30:4, p.23-31 |
| Index terms: | ADVERTISING |
| Language: | eng |
| Abstract: | The paper studies whether brand advertising by professionals create perceptions that advertised services are better and conversely for price ads. Two major professions (legal and medical) are examined in an experimental format. The main result is as follows: Professionals who choose to advertise should select lower-risk services as the foci of ads. |
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