A comparison of advertising content: Business to business versus consumer services

Several studies have investigated differences between goods and services advertisements, but no research has examined differences between business-to-business services advertising and consumer services advertising. The authors use the content analysis method to investigate differences in several message elements in the context of the two types of services advertisements. In their sample of 186 advertisements, 91 ads were for business-to-business services and 95 were for consumer services. The specific message elements evaluated were message appeal, headline usage, price information, quality claims, and the inclusion of an Internet address. The findings indicate significant differences between business-to-business and consumer services advertisements in the types of message appeals used.