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
in
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.
Source: www.nku.edu/~mittal