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B2B Advertising Strategies and Evaluation

The document discusses several key aspects of developing a business-to-business advertising program, including: 1) Advertising is one part of the overall marketing strategy and objectives must be set before deciding on media or expenditures. 2) Message development should focus on benefits and buyer motivations using the appropriate language and format. 3) Evaluation of advertising effectiveness requires advance planning to establish benchmarks and determine what and how to measure.

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Anmol Agarwal
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345 views10 pages

B2B Advertising Strategies and Evaluation

The document discusses several key aspects of developing a business-to-business advertising program, including: 1) Advertising is one part of the overall marketing strategy and objectives must be set before deciding on media or expenditures. 2) Message development should focus on benefits and buyer motivations using the appropriate language and format. 3) Evaluation of advertising effectiveness requires advance planning to establish benchmarks and determine what and how to measure.

Uploaded by

Anmol Agarwal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

The1.

Role of Advertising
Integrated Communication Programs.
2. Enhancing Sales Effectiveness.
3. Increased Sales Efficiency.
4. Creating Awareness.
5. Interactive Marketing Communications.
B2B Substitute
Advertising Cannot
for effective personal selling.
 Advertising alone cannot create product
preference.
The Decision Stages for
Developing the Business-to-
Business Advertising Program
 Advertising is only one aspect
of the entire marketing
strategy.
 The advertising decision
process begins with the
formulation of advertising
objectives.
 Equally important is the
evaluation and selection of the
media.
Determining Advertising Expenditures
Rules of Thumb
 Allocate some percent of sales to advertising.
 Makes advertising a consequence rather than a
determinant of sales and profits.
Objective-Task Method
 An attempt to relate advertising costs to the objective
it is to accomplish.
 Focuses on the communications effects of advertising,
not on the sales effects.
B2B Advertising Message
Development
 Determine advertising objectives.
 Evaluate the buying criteria of the target audience.
 Analyze the most appropriate language, format
and style for presenting the message.
Developing
Perception
the Message
Focus on Benefits

Understand Buyer Motivations


The Primary Areas for
Advertising Evaluation
1. A sound measurement
program entails substantial
advanced planning.
2. The advertising strategist
must determine;
1. what is to be measured,
2. how,
3. in what sequence.
3. A pre-evaluation phase is
required to establish a
benchmark.
Trade Shows: Strategy Benefits
 An effective selling message can be delivered to a
relatively large and interested audience at one time.
 New products can be introduced to a mass audience.
 Customers can get hands-on experience with the product
in a one-on-one selling situation.
 Potential customers can be identified, providing sales
personnel with qualified leads.
 General goodwill can be enhanced.
 Free publicity is often generated for the company.
Trade-Show Communications Strategy
1. What functions should the trade show perform in the
total marketing communications program?
2. To whom should the marketing effort at trade shows be
directed?
3. What is the appropriate show mix for the company?
4. What should the trade show investment—audit policy
be? How should audits be carried out?
Evaluating and Selecting Trade Shows
Net Buying Influences
 Measures the percentage of the show audience that
has decision authority for the types of products being
exhibited.
Total Buying Plan
 Measures the percentage of the audience planning to
buy the products being exhibited within the next 12
months.

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