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