Chase Ad (Chapter 9)

This ad for JP Morgan Chase could be used to illustrate some of the concepts of Chapter 9, Services Marketing. I believe the ad will help students think a little deeper about the unique characteristics of services.

Discussion Questions:

  1. After watching the ad, which of the four characteristics of services (intangibility, perishability, inseparability, and variability) does the ad seek to minimize? Why?
  2. Examine the various forms of risk. Which purchase risks does this ad seek to minimize? Why?
  3. Do you think this is an effective ad for Chase? Why or why not?

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