MRK 233 Services Marketing

Fall 2021 - Week 9

Advertising/Communication Assignment
18 Marks – 10% Assessment
Due Nov 14th 11:59 PM 0n Blackboard

In class we talked about the differences in services and products, specifically that the intangibility of service
products results in a different evaluation of services before they are purchased than physical products.
Generally, products are much easier for consumers to evaluate before purchase than services are. But the
differences go further – it extends to communication and advertising. Sometimes companies struggle to
communicate and overcome the difficulties posed by intangibility
For many services it is difficult for the service companies to communicate/advertise the real benefits, and with
some services the difficulties are more dramatic than others e.g. – insurance, management consulting, legal
services, investment services, advertising services, public relations, fitness – personal trainers.
As the service sector grows and competition increases many service firms are starting to advertise and
promote their services more. It is not enough to simply create awareness. Many law firms, especially personal
injury law firms are advertising their services much more aggressively than ever before using television, radio,
Out of Home media, Transit adverting, and social media. And the same is seen in education with schools like
Seneca, Humber College and Centennial College advertising more than they ever have.
Assignment:
Part A

1. a) Select two law firms or two academic institutions (colleges or universities – see suggested list of law
firms and colleges below) and search for samples of recent advertising – it could be traditional media
like tv, magazines, out of home billboards, transit, digital media, social media. You need a minimum of
3 examples for each company or school and include the images of the ads found in your search as an
appendix in the report. (5 Marks)

b) Which school or law firm in your view does a better job of overcoming the intangibility of its
services and explain why? (4 Marks)

Suggested Law Firms:

 Diamond and Diamond - https://diamondlaw.ca/?

gclid=EAIaIQobChMItMLHqfLQ8QIVuWtvBB0y0g65EAAYASAAEgJSrvD_BwE
 Sokoloff Lawyers - https://www.sokoloff.ca/
 Neinstein Personal Injury Lawyers - https://neinstein.com/
 Prezzler - https://www.preszlerlaw.com/toronto-personal-injury-lawyer/?
utm_source=google&utm_medium=organic&utm_campaign=gmb-listing
 Suggested Academic Institutions:

 Seneca College
 Humber College
 George Brown College
 Sheridan College

2. Part B
a) Look at the website for each of the schools or law firms (whichever type of organization that you
chose) and identify any cues, metaphors or tactics for each school or law firm that supports its
communication strategy and tries to overcome any possible concerns, risks, or uncertainty in the
mind of the prospective student or client. These could be visual, copy, promotion, imagery, virtual
tours, free consultations, interactive Q&A – anything different to help a prospective client or
student to overcome any doubts or concerns about the service to help them decide. (5 Marks)

b) Briefly provide your opinion about what you noticed above for each school or law firm (does it
work in your opinion & why? (4 Marks)

REPORT FORMAT – Required

 Cover page – Includes - course code, the organization, group members or student name, date
submitted
 Report
 Advertising samples