Good question. I have a client who is a consultant to travel agencies that are still trying to sell better service. I think in brand advertising, it's great to tout service. It's a feel-good message. But for direct marketing, where action is requested/required, better have a better benefit/offer - such as savings, free gift, or something else that will incite ACTION. I'm not so sure a better service message is EVER going to beat a savings message or free gift/bonus offer when it comes to making someone ACT NOW. In fact, I'm almost willing to bet it won't - and I'll bet the farm on that.