Exposing organizational buyers to consumer magazine advertisements

Abstract

The feasibility of using consumer magazines in support of more traditional industrial media in marketing programs designed to create awareness and goodwill among industrial buyers and purchasing influentials is examined. Specifically, magazines delivering at least 10 percent of those individuals influencing organizational purchases of $1000 or more are compared with trade publications. Exposure patterns are examined in total and by segments based on company size. Consumer magazines are found more cost efficient than industry-trade publications and should be considered for exposing purchasing influentials to institutional advertisement containing general appeals designed to build firm awareness among industrial buyers and influentials in different industries.