How best to market to business professionals?

This Knowledge Point article argues that business professionals are also consumers, and they respond to advertising in both capacities.

How best to market to business professionals?

Typically business professionals deny (at least in public) that they are influenced by advertising, as indeed do almost all consumers! However, that is not the case: They do retain associations and imagery from the advertising they encounter.

Business professionals notice advertising. In this example from a financial market, the two leading brands both have higher ad awareness among their business targets than among general consumers, particularly for newspapers, posters and direct mail.

Business users are more aware of (mainstream) secondary media

Ads don't just do things to business professionals; business professionals also do...

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