Secrets of successful B-to-B advertising

Article Abstract:

Business-to-business advertising differs from consumer marketing despite sharing the same techniques. Unlike consumer marketing, job function segmentation is needed in business-to-business advertising because persons with different job functions have different reasons for buying a product. A business-like tone of voice tempered with good humor is required in business-to-business advertising. Aside from having larger budgets, business-to-business products are more expensive than consumer products.

Direct Marketing

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Media turn up b-to-b spending by 21%

Article Abstract:

The top 100 media companies spent an estimated $71.4 million for business-to-business (B-to-B) advertising in 1995. Majority of the 21.2% increase in B-to-B spending went to trade magazines. Despite the significant increase in advertising spending, both media officials and industry analysts agree that B-to-B spending will decrease slightly in 1996.

Radio Broadcasting, Television Broadcasting, Television broadcasting stations, Radio broadcasting stations, Radio broadcasting industry, Television broadcasting industry, Advertising, Advertising expenditures

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B-TO-B MARKETERS DISPLAY THEIR CREATIVE SIDE

Article Abstract:

Business-to-business advertising is changing in 1999. It has evolved from talking about the features of a product to proclaiming the benefits of a product. These changes are the result of companies trying to understand their customers before developing a business plan and presenting a product to customers.

United States, Business to Business

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