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. How does a personal communicate his/her services so that consumers have confidence in the services provided? 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 advertising, 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 - Advertising 1. a) Select two law firms from the list below, and search for samples of recent advertising it could be traditional media like tv, radio, magazines, out of home billboards, transit, digital media, social media. You need a minimum of 3 examples for each company and include the images of the ads found in your search in the body of your report or as an appendix. (5 Marks) b) Looking at the adverting examples, which law firm in your view does a better job of overcoming the intangibility of its services and explain why? (5 Marks) Suggested Law Firms: Diamond and Diamond - https://diamondlaw.ca/?gclid=EAIaIQobChMItMLHqfLQ8QIVuWtvBB0y0g65EAAYASAAEgJSrvD_BwE Sokoloff Lawyers - https://www.sokoloff.ca/ Prezzler - https://www.preszlerlaw.com/toronto-personal-injury-lawyer/?utm_source=google&utm_medium=organic&utm_campaign=gmb-listing Neinstein Personal Injury Lawyers - https://neinstein.com/ 2. Part B Website a) Select two academic institutions form the list below. Centennial College Humber College George Brown College Sheridan College Then look at the website for each of the schools that you selected and identify 2 significant communication tactics that it uses to overcome service intangibility in the minds of prospective students. It could be any cues, metaphors, humour, exaggeration any tactic for each school that supports its communication strategy and tries to overcome any possible concerns, risks, or uncertainty in the mind of the prospective student. 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. (6 Marks) b) Briefly provide your opinion about what you noticed in part a) above for each school (does it work in your opinion & why? (4 Marks) REPORT FORMAT Required - marks will be deducted for any missing elements Cover page Includes - course code, COURSE SECTION, the organization, student name, date submitted Report with headings and sub heads (no minimum or maximum word count) Advertising samples (6 in total 3 for each law firm) References/sources used.