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Advertising Analysis in Gift Basket industry: The Service Versus Physical Goods

Advertising is the most common and popular way of communicating to the customers about goods and services. With advertising, current and prospective customers can be informed about the goods and services offering, urging customers to visit the company’s distribution centers for purchase decisions or seek further information. The intangible nature of services creates problems for both service providers and the customers as well (Stafford 13). The customers find it difficult to understand the services when making purchase decisions and evaluating their experiences with the services. Murray (1990) articulates that customers in many instances associate the services with higher levels of perceived risks since they find it hard to assess the services viability compared to the physical goods (51). Therefore, advertising comes up as a strategy used to neutralize the intangibility of services. With this regards, advertisement help the customers grasp service offering key dimension, facilitate information processing, and reduce the seeming risks related with services (Murray and Schlacter 53). The primary challenge associated with advertising is the provision of differentiating and a tangible element in the marking of these services. This paper will focus on the analysis of Visual oriented advertising tracing interesting trends, changes, and other qualities pertaining to gift basket industry. The paper takes special interest on 1-800-Flowers.com a high-flying gift service provider in the gift basket industry.

Verbal and Visual Oriented Advertising

In the gift basket industry, advertisers employ various strategies in the provision of the service entailing service visualization associated with extrinsic products. Concrete language and dramatization in advertisements aid the customers in the...