Embed brand in product ads to hit both marks

Article Abstract:

Business-to-business companies need to integrate product brands into advertising in order to have an effective marketing program. To achieve this, businesses should first develop a sustainable market position for their product. After the position of the corporate brand has been firmly established, an appropriate message should be adopted to fit the brand. Also, companies should develop an image that represents their true corporate identity. This corporate identity, in turn, should communicate the message designed for the product.

Product Development, Product management

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Inquiry management gives competitive edge

Article Abstract:

Marketing managers should determine which parts of their advertising campaigns are the most effective in providing quality leads. Moreover, they should make sure that leads are properly handled. Responses to inquiries should be prompt and within 24 to 48 hours. Leads should also be evaluated to determine which have the most potential. Qualified leads should be followed-up and prospect databases should be properly built and maintained.

Marketing Management

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Technology won't alter how consumers use ads

Article Abstract:

Consumers will continue to evade advertising despite technology growth. They easily avoid advertising by simply routing around it or rapidly changing channels with a remote control device. However, technology will hasten and deepen the marketing process by integrating general advertising, direct marketing, as well as interactive and sale promotions. This way, advertising will no longer be easy to avoid.

Advertising Management-Electronic Media, Electronic marketing

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