In-house ads often cited as lacking creativity, but that doesn't have to be the case
Article Abstract:
Most companies handle their business-to-business advertising in-house which often results into ads which are badly in need of creativity. Nevertheless, a number of companies which take care of their own ads have come up with spectacular creations. An example is computer seller Gateway 2000. It hired D'Arcy Masius Benton and Bowles to handle its consumer ads but its in-house advertising department tackles trade and technical marketing. The combination of external and internal inputs has resulted in a very effective marketing program.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1997
User Contributions:
Comment about this article or add new information about this topic:
BIN: $325 million spent on print ads
Article Abstract:
American Business Press' Business Information Network (BIN) reports that the computer industry, with expenses of almost $91.2 M, was the largest spender on business-to-business advertising. The quarterly published BIN Ad$pender, which was compiled by Competitive Media Reporting, reveals that $325 M was spent by advertisers on print advertising during 1st qtr 1997. Computer software followed with $44.5 M in advertising expenses. Twenty-four out of the top 25 advertisers used computer-related advertising.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1997
User Contributions:
Comment about this article or add new information about this topic:
Fulton cuts rates for stake in new client
Article Abstract:
Business-to-business agency Fulton and Maine Advertising purchased 10% of the equity of its new client, software developer Iron Mountain Technologies. In return, Fulton will be offering lower rates to Iron Mountain. Services that have been provided include design and preparation of a Web site and sales brochure. Fulton CEO Kurt Sward claims that the unusual arrangement works only if it is based on interpersonal and business relationships.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1997
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: An adjustment procedure for predicting betas when thin trading is present: Canadian evidence. Robust estimation of beta coefficients evidence from a small stock market
- Abstracts: In search of the smoking gun. It won't sink in until it sinks. US economy: the R-word
- Abstracts: The dawn of interactivity. Sunny money has offshore allure
- Abstracts: Economic overview and research issues. The changing organization of new product development for retailers' private labels: a UK-US comparison
- Abstracts: Web malls add online purchasing. AutoByTel proves the Net can move big-ticket items. Kiosks boost Internet interaction