Top 100: business-to-business advertisers expand their ad-spending horizons

Article Abstract:

The 'Business Marketing' periodical's Top 100 list of Business-to-business Advertisers reveals that businesses are going beyond traditional media and into consumer media to meet their marketing needs. Network and spot television are becoming popular media used by the firms as well as trade magazines. Network television spending accounts for $575.4 million while spot television accounts for $286.2 of the total advertising spending. Meanwhile, trade magazine advertising spending has increased to $1.27 billion.

Marketing, Usage, Statistics, Mass media

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Clearly identifying strategy is key in successful image advertising

Article Abstract:

Enhancing a company's image requires a focused and long-term strategy of establishing a brand which the customers can either see or feel. Research has shown that people tend to remember brands and brand names instead of company names. Therefore, companies should try to associate their corporate names to a particular brand name. This kind of association takes a long time to develop and therefore requires a long-term advertising campaign.

Corporate image, Brand name products, Brand names

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FOCUS ON YOUR PROSPECTS; STATE MESSAGE CLEARLY WHEN WRITING AD COPY

Article Abstract:

Business-to-business advertising copywriters should follow seven keys to success. Focusing on the target audience, staying specific, putting the 'lead' information at the beginning, emphasizing benefits of products, writting in active voice, writting in a natural style, and paying attention to grammar rules are recommended for clear copy which will have an impact.

United States, Marketing procedures, Research Findings, Marketing industry

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