Technology alters b-to-b research

Article Abstract:

Technological advances in telecommunications have altered the nature of businesses with regards to size, location and structure. The technological evolution has likewise changed the analysis and collection of research data. The negative effects of these advances include corporate downsizing and the difficulty of reaching executives who have become more mobile. The advent of the Internet, however, has changed all that. Difficult-to-reach executives can now be contacted through the e-mail while business data collection becomes simpler but wider in scope.

Prepackaged software, COMMUNICATION, Communications, Broadcasting and Telecommunications, Innovations, Internet, Telecommunications industry, Internet software, Telecommunications, Telecommunication

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Creativity in other media is raising the bar in print

Article Abstract:

Creativity in business-to-business (b-to-b) advertising in TV has attained the same level as that used for consumer advertising. This is because many b-to-b marketers and advertising agencies have realized that business executives are also people who can be swayed by their emotions. These changes in TV business advertising is hoped to trigger the same changes in print advertising. However, creativity in print advertising is more difficult because of its static nature.

Radio, TV, publisher representatives, TV Advertising, Media Representatives, Television advertising

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B-to-b is boring. On the plus side: it can only get better

Article Abstract:

Kerker Marketing Communications VP-creative director Rik Meyers laments the fact that 95% of business print advertising lack creativity. However, Business Marketing Assn executive director Rick Kean argues that business marketing only appears to be boring compared to consumer-targeted advertising because it need not appeal to the emotions. Nevertheless, business advertisers are beginning to look into more creative forms of presenting products.

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