Business to business advertising: a marketing management approach

Abstract

Why are proven advertising principles that work well in consumer marketing so difficult to apply to business-to-business marketing? Because advertisers do not understand what makes decision makers in organizations buy. This book provides the answers to business-to-business buying behaviour and shows how to position your products and services for maximum sales. The authors set advertising within the broader contexts of marketing and corporate strategy, and leads decision makers through the development of effective business-to-business advertising programs. Pre-Campaign Decisions - Part One explains how to analyze business-to-business markets, identify potentially profitable segments, and position products and services to satisfy the diverse needs of customers. By tying advertising objectives to marketing and corporate goals, the book shows how to set a campaign budget that links advertising to increased sales. Campaign Decisions - Part Two argues that the need to be creative in generating and implementing campaign ideas is as strong in the business-to-business sector as in consumer advertising. A chapter on media planning helps you evaluate and select the media mix that will best communicate your messages to key buyers in organizations. Post-Campaign Decisions - Does increased advertising always lead to increased sales? Part Three shows you how to measure the effects of the three components of a campaign - money, media, and message. The final chapter explains how you can boost productivity by improving communications between marketing management and advertising specialists. A comprehensive selection of readings on current issues by top advertising professionals make this book a complete, hands-on tool for all business-to-business marketers.