Why would a B2B firm do brand advertising? | WARC | The Feed
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Why would a B2B firm do brand advertising?
The B2B conversation is developing, with research and experience illuminating the reasons for and benefits of building future demand through memory structures.
Why it matters
Articulating the effect that brand advertising has on your potential customer base’s memories and, therefore, market share is vital to effective marketing; between the emerging evidence and senior practitioners’ experience, the methods are growing clearer.
Takeaways
- Memory-based measurement can not only illustrate where a brand stands but can also point to new opportunities.
- Finance is often seen as a kind of antagonist to marketing, but a more sophisticated reading would consider the two departments’ shared...
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