Changing channels of reader response: for true measure of business-to-business ad response, include phone and fax along with reader inquiry cards
Article Abstract:
Industrial advertisers need to be aware of the importance of responding quickly to readers' inquiries about their products and services. This was shown in a survey undertaken for Thomas Publishing Co addressed to prospective subscribers of 'Industrial Equipment News.' Among the findings is that the reader service card, which is the conventional way of getting information from manufacturers, does not meet readers' need for instant information. This can be solved by including telephone and fax numbers in ads and assigning competent contact persons to handle inquiries.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1992
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Portals may be hot, but b-to-b must open its own doors
Article Abstract:
Business-to-business marketers may not derive as much advantage from advertising in SuperPortals than they would in niche portals. While SuperPortals enjoy traffic that may number in millions, this traffic may not be interested in the offerings of business-to-business marketers. It may be more prudent to advertise in niche portals for particular segments in the industry as business-to-business marketers are assured that the traffic in this segment, while small is interested in the products they are selling.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1998
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Make your b-to-b advertising succeed by following 7 rules
Article Abstract:
There are several rules to be followed to have a successful business-to-business advertising program. One rule is to determine the benefits that your product or service will provide to potential buyers. It is also helpful to show the benefits of the product using a visual and differentiate it from the competition. Furthermore, an advertising campaign will not be effective if not evaluated for its potential return on investment.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1998
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