Copy length and industrial advertising readership
Article Abstract:
Advertising copy presents a challenge when it comes to industrial sales. A sample was drawn from AD-CHART numbering 83 ads with a short text, 120 with medium-size text, and 137 with long text. Another sample was taken from AD-CHART numbering 32 ads with short copy, 16 ads of medium size, and 28 ads with a long text. Using a 2 by 4 analysis model, results indicate that ads with a long copy were more effective than short ones. Purchasing managers were attracted to long descriptions, sales pitch, and technical details. Copy over 200, however, is the limit for long copy, and beyond that readers appear discouraged.
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1986
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Business-to-business advertising: what are the dimensions of an effective print ad?
Article Abstract:
This study attempts to assist business-to-business marketers in creating more effective print ads. The criteria used by business marketers to evaluate print ads are examined in order to determine underlying dimensions to the criteria. Four dimensions are found: characteristics of the ad, viewers' feelings with respect to the ad, selling proposition, and company orientation. The study then links these dimensions to 34 specific ad content characteristics. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1995
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Improving industrial advertising copy
Article Abstract:
Suggestions on how to write better industrial advertising copy are offered, with the goal of improving industrial ads. Writing clearly and targeting the ad's message to a specific audience can help to ensure that advertising dollars are well spent. Once an ad is developed, it is best to limit the number of edits it receives, since this process may remove it from the desired original objectives.
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1986
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