Business Advertising
Business Advertising
Business advertising is that category of advertising which involves selling to businesses. In most cases, business advertising is also selling BY businesses, as it involves one business selling its products or services to another business. In some cases, selling to businesses through business advertising is less costly than selling to consumers in the general public.. This is true because business advertising far less often uses the medium of TV.
One example of business advertising might involve a large accounting firm which wishes to sell its services to businesses through business advertising. Such a firm might do its business advertising in the magazine Business Week, with either small or large ads. Such a medium for business advertising will vary in cost in terms of the size of an ad, the use of one color or more and the frequency with which the business advertising occurs.
Another example of business advertising might be that of a large supplier of building materials. Such a company would advertise in magazines devoted to construction and perhaps to architecture. It would be targeting major builders with its business advertising. In this case the business advertising might be also directed to small local suppliers, in which case the business advertising might appear in local newspapers.
A company which manufactures small electrionic components used in the manufacture of electronic products sold to the public would place business advertising in those publications read by the manufacturers of electronic end products. This might include both trade magazines and general business publications.
Communications companies advertise both to businesses and consumers, although the content of their business advertising would differ from that of materials directed to the individual user. Business advertising in business publications would stress both monetary advantages and effectiveness of the product; advertising to the public would stress personal benefits. Business advertising might be done primarily in business publications: advertising to the general public would include television, a more expensive medium.
Business advertising, like other forms of advertising can also make use of direct mail as an advertising medium. A company advertising professional services might direct a business advertising mailing to top management persons in the potential client company, or of advertising services or equipment which would be used throughout the organization, direct mail business advertising might be directed to accounting or to office management executives….or even to the purchasing department which in many cases handles all equipment purchases for general use. Such business advertising might include brochures which describe equipment such as copiers, computers or even office supplies. .
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