Ban Mittal’s Previous Writings on Advertising
Mittal, Banwari, “Public Assessment of TV Advertising: Faint Praise and Harsh Criticism” Journal of Advertising Research. 1994. January-February, Vol. 34 (1), 35-53.
Pollay, Richard W., and Banwari Mittal, “Here is the
Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising
Banwari Mittal (1999), "The Advertising of Services: Meeting the Challenge of Intangibility," Journal of Service Research, Volume 2, Number 1, p. 98-116.
Banwari Mittal and Julie Baker, "Advertising Strategies for Hospitality Services," Cornell Hotel and Restaurant Administration Quarterly, Volume 43, No. 2, April 2002, p. 51-63.
Mittal, Banwari, “Service Communications: From Mindless Tangibalization to Meaningful Messages,” Journal of Services Marketing, Volume 16, Number 5, 2002, p.424-431.