Business-to-business advertising: a marketing management approach
NTC Business Books, 1991 - Business & Economics - 286 pages
Why are proven advertising principles that work well in consumer marketing so difficult to apply to business-to-business marketing? Because advertisers do not understand what makes decison makers in organizations buy. This book provides the answers to business-to-business buying behavior and shows how to position your products and services for maximum sales. The authors set advertising within the broader contexts of marketing and corporate strategy and lead decision makers through the development of effective business-to-business advertising programs. Pre-Campaign Decisions Part One explains how to analyze business-to-business markets, identify potentially profitable segments, and position products and services to satisfy the diverse needs of customers. By tying advertising objectives to marketing and corporate goals, the book shows how to set a campaign budget that links advertising to increased sales. Campaign Decisions Part Two argues that the need to be creative in generating and implementing campaign ideas is as strong in the business-to-business sector as in consumer advertising. A chapter on media planning helps you evaluate and select the media mix that will best communicate your messages to key buyers in organizations. Post-Campaign Decisions Does increased advertising always lead to increased sales? Part Three shows you how to measure the effects of the three components of a campaign--money, media, and message. The final chapter explains how you can boost productivity by improving communications between marketing management and advertising specialists. A comprehensive selection of readings on current issues by top advertising professionals makes this book a complete, hands-on tool for all business-to-business marketers.
53 pages matching effective in this book
Results 1-3 of 53
What people are saying - Write a review
We haven't found any reviews in the usual places.
The Marketing Concept
15 other sections not shown
adver advertising agency advertising budget advertising campaign advertising management advertising message strategy advertising objectives advertising opportunity advertising's analysis approach audience that associates awareness benefits brand Business Marketing business-to-business advertising buyers buying center buying process Candidate objectives cell client company's competitive competitors contribution conversion analysis copy testing cost creative strategy decision effective evaluation example factors framework goals important Increase percentage industrial advertising Industrial Market Segmentation Industrial Marketing Management industrial products influence Journal of Marketing keting magazines Market Segmentation marketing mix marketing planning measure Media Advertising ment needs organizational buying percent percentage of target personal selling position product category product or service profit prospects purchase relationship response role sales force sales leads Sales Promotion selection specific steps success sumer supplier target audience target market task tion tising tive top management Unique Selling Proposition variables vertising widget