Top 100 spending surges to $3.3 billion
Article Abstract:
The biggest 100 business-to-business advertisers in 1996 spent a total of $3.36 billion. This is $675 million larger than the 1995 figure because of more advertisements in magazines, TV, newspapers, radio and outdoor materials. Trade magazines remain the most popular choice but the use of consumer magazines increased by 27%, thereby dislodging network TV in the second slot. The top four advertisers in terms of spending are AT and T, IBM Corp, Microsoft Corp and MCI Communications Corp.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1997
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Looking into the crystal ball
Article Abstract:
Experts are upbeat about business-to-business marketing prospects for 1997. Total advertising spending is expected to reach $183 billion, an increase of 5.6% over 1996. The interest in Internet marketing will continue to grow although it remains uncertain whether companies will profit from this medium. Business communication spending is expected to reach $160.8 billion in 1997 or about 0.92% of total sales.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1997
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B-to-B advertising tops $2.72 billion
Article Abstract:
The top 100 business-to-business advertisers (B-to-B) for 1995 spent an estimated $2.72 billion. The top two B-to-B advertisers were AT and T Corp. and IBM Corp. which spent $248.3 million and $228 million, respectively. Most of the major B-to-B spenders come from the telecommunications and computer industries, except for Rockwell International Corp., 3M and Caterpillar, which come from heavy industries.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1996
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