Business 2 Business Advertising
Business to Business Advertising is when a company targets an other company and creates an advert in order to reach them. The way to advertise them remains the same it can be done through magazines, TV, internet etc. but the only differences are that the end-consumer is a company and that the number of B2B adverts is very poor compare to B2C adverts.
Journal Article:
Low attention advertising processing in B2B markets
Morten Bach Jensen, Anna Lund Jepsen, (2007), Journal of Business & Industrial Marketing, Vol. 22 Iss: 5, pp.342 - 348
Abstract:
The purpose of this paper is to state a case for consideration of low attention processing when advertising in industrial markets.
The analysis shows that emotional appeals are used little in advertisements targeted at the selected market and that advertisements in which the brand clearly is displayed in combination with positive emotional appeals are rare.
Analysis:
Concerning this paper I kind of agree with the author, in fact B2B ads are not as numerous as B2C ads. When I did my research to find B2B advertisements online, I struggled to find adverts that were targeting businesses. I do believe that he can be explained by the fact that in the business to business environment the process to obtain new business as clients is different, as it is generally based on relationship and trust. The reputation of a company in this environment will be better develop through word-of-mouth between companies and executives.
Journal Article:
Low attention advertising processing in B2B markets
Morten Bach Jensen, Anna Lund Jepsen, (2007), Journal of Business & Industrial Marketing, Vol. 22 Iss: 5, pp.342 - 348
Abstract:
The purpose of this paper is to state a case for consideration of low attention processing when advertising in industrial markets.
The analysis shows that emotional appeals are used little in advertisements targeted at the selected market and that advertisements in which the brand clearly is displayed in combination with positive emotional appeals are rare.
Analysis:
Concerning this paper I kind of agree with the author, in fact B2B ads are not as numerous as B2C ads. When I did my research to find B2B advertisements online, I struggled to find adverts that were targeting businesses. I do believe that he can be explained by the fact that in the business to business environment the process to obtain new business as clients is different, as it is generally based on relationship and trust. The reputation of a company in this environment will be better develop through word-of-mouth between companies and executives.
Selection of Adverts
Opel: Good tools. Good work.
Advertising Agency: FutureBrand, Hamburg, Germany.
Creative Director: Jonathan Sven Amelung
Objective:
The objectives is to attract businesses by providing them the right vehicle that would assist them while working. By representing the car as a piece of a tool the firm is aiming to seduce businesses and make them think that the car is the tool they are missing.
Audience:
Businesses, particularly building companies who needs such an utility truck.
Effectiveness:
The ad is very effective, first through the clear message 'Good tools. Good work' that target worker determined to deliver a good job, secondly through the image illustrating the car as part of a tool. Opel understood that workers appreciates to possess good tools that would help them furnish an excellent job without any technical issues. The target is perfectly reached and the message is clear and very evocative.
Creative Director: Jonathan Sven Amelung
Objective:
The objectives is to attract businesses by providing them the right vehicle that would assist them while working. By representing the car as a piece of a tool the firm is aiming to seduce businesses and make them think that the car is the tool they are missing.
Audience:
Businesses, particularly building companies who needs such an utility truck.
Effectiveness:
The ad is very effective, first through the clear message 'Good tools. Good work' that target worker determined to deliver a good job, secondly through the image illustrating the car as part of a tool. Opel understood that workers appreciates to possess good tools that would help them furnish an excellent job without any technical issues. The target is perfectly reached and the message is clear and very evocative.
Accenture: High Performance. Delivered.
Advertising Agency: Young & Rubicam, New York, USA.
Creative Director: Dick Sinreich
Objective:
Convince businesses that innovation and high performances are crucial to be successful and profitable. The purpose is to make business aware that Accenture can help them being more performant.
Audience:
Businesses facing problems or Businesses aiming to reach new objectives.
Effectiveness:
The campaign illustrate a chameleon chasing a butterfly by doing a flower with his tong. This supports the fact that to attract new customers business need to be innovative and deliver a high performance that would seduce consumers. The message 'if you innovate, they will come' enhance the necessity to be innovative. However being innovative is not easy in competitive markets. Accenture advertises the fact that they can help business to become more attractive by offering new technologies, consultations thanks to high performance services.
Creative Director: Dick Sinreich
Objective:
Convince businesses that innovation and high performances are crucial to be successful and profitable. The purpose is to make business aware that Accenture can help them being more performant.
Audience:
Businesses facing problems or Businesses aiming to reach new objectives.
Effectiveness:
The campaign illustrate a chameleon chasing a butterfly by doing a flower with his tong. This supports the fact that to attract new customers business need to be innovative and deliver a high performance that would seduce consumers. The message 'if you innovate, they will come' enhance the necessity to be innovative. However being innovative is not easy in competitive markets. Accenture advertises the fact that they can help business to become more attractive by offering new technologies, consultations thanks to high performance services.