At the Net Market Makers Ground Zero Conference in Los Angeles earlier this month, the big agencies discussed the merits of B2B advertising, and debated which approaches create successful branding campaigns. B2B advertising has its advantages, it was established. It s no surprise that, in a thriving economy, ad spending was up 235 percent over the third quarter of last year. Brand is now a verb. Alvin Toffler has said that exchange is a social dynamic, not a technological one.
Brand builds aura around an institution.
Until now, it s been mostly about availability and pricing but with the advent of the Internet, brands have become more transparent. No more saying one thing and doing another. The Fundamentals Apply To Any Campaign Consumer Or Business. The decisions lie in how to use each available medium optimally and to understand where the medium relates to the buyer in his decision-making process. More and more, all elements of the advertising have specific roles and should support the buyer through the decision-making process.