Target Groups: Business-to-business

 

This paper describes the process whereby the loss-making and seriously at risk company, International Harvester, was transformed by decisive management action, good research and a strong creative and ...

In the last issue but one, Jeremy Bullmore wrote on the importance of branding and Michael Clements explored the problems of industrial advertising. The author now links these two areas through the co ...

This paper considers the problem of determining effective frequency for business-to-business advertising. It describes an approach which involves combining communication-component building blocks.

This paper goes into considerable detail to describe the IBM philosophy with regard to their advertising expenditure and the way in which they use research to develop, tune and track the effectiveness ...

This paper sets out the four key requirements imposed by Air Products on their marketing communications expenditure. It goes on to review the way in which business publications can address these requ ...

The Thomas Register is a 3-part all industry buying guide consisting of 17 volumes, containing product detail information in the form of listings, catalogues and advertising. Typically the register i ...

This paper decribes the application of eye tracking technology which makes it possible to monitor which parts of an ad are looked at, if at all, and for how long. Verbal interviews are still necessar ...