Business-to-business advertising: Business audiences are human too

Janet Kiddle

It's natural for the feelings to play a part in major procurement decisions, alongside rational judgement.

Business audiences are human too

Understanding the emotions that colour boardroom attitudes to IT products and brands

Janet Kiddle

It's natural for the feelings to play a part in major procurement decisions, alongside rational judgement. This makes it important for business advertising planners to grasp what makes top management attitudes tick. A recent Oracle software campaign is one example. Springing from a study of the real emotion benefits and negatives that underlie high-level company attitudes to information technology, and speaking the language of the boardroom, it helped to reposition the brand and make it more salient.

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