Sneakers, soap and semiconductors

Many marketers, particularly those in business-to-business arenas, believe that the widely accepted methods of promoting consumer products do not apply to messages promoting plastics, wave-soldering equipment or semiconductors. Such arguments, with few exceptions, are little more than knee-jerk reac...

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Bibliographic Details
Published inMarketing news Vol. 33; no. 5; p. 55
Main Author Gardner, Jim
Format Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.03.1999
Subjects
Audiences
Buyers
Consumer advertising
Industrial advertising
Market strategy
Marketing
Motivation
Sales
Semiconductors
United States > US
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Summary:Many marketers, particularly those in business-to-business arenas, believe that the widely accepted methods of promoting consumer products do not apply to messages promoting plastics, wave-soldering equipment or semiconductors. Such arguments, with few exceptions, are little more than knee-jerk reactions to cursory observations. In trade advertising, as in consumer advertising, product benefits must be highlighted, a solution offered to a prospect's problem.
ISSN:0025-3790