BY

ASHUTOSH FOTEDAR
0031143908
MBA- IVth Semester
BPIBS, Shakarpur, Delhi
 Service sector is the lifeline for the social economic
growth of a country.
 Subsectors in Service Sector:
1.Information Technology
2.ITES
3.Retail
4.Financial Services
5.Education
Despite the global economic slowdown, the service sector in India
contributed 56 percent to the GDP during 2008-09.
 To analyze the role played by advertising in
promoting service sector companies.
 To analyze the factors that needs to be considered
while designing an advertising strategy for a service
sector company.
 To know the customers view towards various services
available in the market.
 To formulate the advertising strategy for increasing
the sale of services.
SAMPLE SIZE:
100 respondents.
SOURCE OF INFORMATION:
Primary Data is used.
SAMPLING METHOD:
Percentage Method.
SAMPLING PROCEDURE:
Close Ended Questionnaire is used.
 SAMPLING TECHNIQUE:
Convenient Sampling Method.
METHOD OF DATA COLLECTION:
Questionnaire Method has been used.
Insurance and Financial services are most benefited
The services contribute heavily in the growth of the Indian
Economy and the prospects of services market are quite
bright in the near future.

Advertising can play a very vital role in the growth of the

service sector as it helps in reducing the gap between what is
delivered to the customer and what is communicated to the
customer before service delivery.
Service Sector companies should give more importance to
advertising than any other mode of promotion.

Small Medium Enterprises (SMEs) should use Print Media for

advertising as it will be cost effective and will cover large masses.
Big Service Sector companies can go for audio video class of media
for advertising.

Only a specific single message should be promoted by the

advertisement.

A service industry advertisement should emphasize on

highlighting service attributes closely followed by quality and
customer satisfaction
Various Banks and Educational Bodies should start focusing
on rural India.

The advertisement should focus on targeting the customers

of the age group of 21 – 40 Years. Such endorsing
personalities should be selected which can be used to
represent young India.

Ad repetition holds the key in creating an impression on the

minds of the consumers and hence resulting in the purchase
of the service.
The message structure of the advertisement should show the
reputation of the service sector company.

An advertisement should focus on educating the consumer

about the service and managing the customer expectations.

Presence of Celebrities in the advertisements for the service

sector on the purchase decision of the consumer. So Service
Companies should promote using brand personalities in
their advertisements.
Advertising does not directly impact the cash inflows for the
company but however it has a high impact on creating
awareness among the people and building the image of the
company. These passive benefits should not be neglected
while designing the advertisement for a service sector
company. This also helps in developing the recall model of
advertising.

Customer Satisfaction and Service Recovery can help in

enforcing brand loyalty among the consumers.
Service advertising should provide maximum information
about the service required by the consumer which is
constructive in changing the attitude of the market.

The Brand logos and the brand slogans should be such that
they hit the emotional quotient of the people. For example,
MetLife uses snoopy as brand logo and ICICI bank uses
slogan of “Khayal Apka”.
Books:
Advertising Management, 5th Edition, Pearson Education by Rajeev Batra,
John G. Myers and David A. Aaker.

Services Marketing, 4th Edition, Tata McGraw Hill by Valarie A Zeithaml,

Mary Jo Bitner, Ajay Pandit.
 
Websites:
www.wikipedia.com
http://www.icrier.org/pdf/WP171.pdf
www.scribd.com
www.indianmba.com
http://www.download-it.org/free_files/filePages%20from%20G-H.pdf
www.iod.com
ashutoshfotedar@gmail.com