Branding and the Trades

Unlocking the power

Edward R. ErHardt
The Ad Age Group

In the rapidly changing, multimedia marketplace that we as advertising decision-makers compete in, many savvy marketers are discovering and rediscovering the strength of trade advertising. In response to this, trade publishers must now offer multiple platforms from which advertising messages can be delivered. As a result, trade advertisers are able to unlock the power of their brands across all elements of the marketing mix.

With the renewed vitality and awareness of business-to-business advertising, the question that arises is, 'How can trade advertisers account for the effectiveness of their media spending?'

This issue has been debated for as long as businesses have advertised to other businesses. The discussion has been played out in the pages of Advertising Age and Ad Age's