n class we talked about the differences in services and products, specifically that the intangibility of serviceproducts results in a different evaluation of services before they are purchased. Generally, products are mucheasier for consumers to evaluate before purchase than services are. But the differences go further $$ it extendsto communication and advertising. Sometimes companies struggle to communicate and overcome thedifficulties posed by intangibilityFor many services it is difficult for companies to communicate$/$advertise the real benefits and with someservices the difficulties are more dramatic than others e$.$g$.$ insurance, management consulting, legal services,investment services, advertising services, public relations, fitness $$ personal trainers...and hotels, restaurants.As the service sector grows and competition increases many service firms are starting to advertise andpromote their services more. It is not enough to simply create awareness. Many hospitality companies areadvertising their services much more aggressively than ever before