The heat is on: business sizzles for b-to-b shops

Article Abstract:

Advertising agencies are experiencing a dramatic growth in their business-to-business accounts. The trend has blurred the definition of the end user while creating new opportunities for clients. Advertising agencies treat each client as a consumer in business-to-business advertising, enhancing their attractiveness as acquisition targets among large consumer advertising firms. Another sign of growth in business-to-business advertising is the projected increase in business trade publication advertising revenue.

Advertising, Advertising and Related Services, Industrial Advertising, Management, Business-to-business advertising, Business to business advertising

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Mack ads drive heavy-duty truck sales; competitors react with test drives and new products

Article Abstract:

Allenton, PA-based Mack Trucks Inc. has increased its market share in several truck categories due mainly to the advertising skill of Minneapolis, MN-based agency Carmichael Lynch. The latter has been engaged by the vehicle manufacturer since 1992 to resuscitate its ailing marketing program. As proof of its new-found marketing clout, the company has landed third place in the heavy-duty truck category in terms of market sales for the period Jan. 1995-May 1995.

Motor vehicles and car bodies, Trucks, Motor Vehicle Manufacturing, Contracts, Advertising, Mack Trucks Inc., MACK, Carmichael Lynch Inc.

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How Paccar reversed its truck-parts woes

Article Abstract:

Paccar, Peterbilt and Kenworth heavy truck maker, has raised its truck parts sales by teaming up with Draft Direct Worldwide in creating a promotional marketing program for dealers. Aimed at increasing product sales by 15% a year, the program sought to draw customers back to their dealers. After updating customer mailing lists, the dealers were given personalized ad fliers. Reduced flier lead times allowed dealers to respond to marketing demands.

Motor vehicle parts and accessories, Motor Vehicle Parts, Motor Vehicle Parts Manufacturing, Services, Marketing, Equipment and supplies, Automotive parts, PACCAR Inc., PCAR, Draft Inc.

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