تئوری تبلیغات تجارت به تجارت
Abstract
1- Introduction
2- Methodology
3- Literature review
4- Conceptual framework and propositions
5- Conclusions and managerial implications
6- Agenda for future research
References
Abstract
Creating effective business-to-business (B2B) communications is an increasingly complex challenge for marketing managers. It requires a theoretical understanding of a number of puzzling, interacting components of an advertising stimulus. However, few academicians have pursued the goal of integrating and modeling how the B2B advertising process should be conceptualized. Gilliland and Johnston (1997) provided the first comprehensive model of the process, but B2B advertising has changed dramatically since this paper and demands an update to capture the new dimensions of the phenomenon. Using a systematic literature review to summarize recent trends, this paper incorporates the key changes in B2B advertising over the last 20 years. In particular, the authors explore a revised model of B2B effects, including (1) social media, (2) creativity and emotional appeals, (3) national culture, (4) brand equity and credibility, (5) ad experience social context, and (6) competing messages.
Introduction
In 1958, an account executive at the Fuller Smith & Ross ad agency created what was eventually to be considered the best business-tobusiness (B2B) ad of the 20th Century (TAG Archives, 2014). This ad was nicknamed “The Man in the Chair” and was created for Mc GrawHill to sell print advertising in the company's many magazines. The ad listed a number of questions to a supposed vendor trying to sell the executive an unknown product (see Table 1). The Business Marketing Association (BMA) parodied this classic ad with on-stage actors. The parody featured the “New Man” who was not in a chair, but speaking while he used a mobile phone and paced back and forth in an impatient manner. The questions and comments to the potential vendor included LinkedIn and Google. The conversation ended in the same way, however. “Now, what was it you wanted to sell me?” Given the results from the Challenger Sale (Dixon & Adamson, 2013) research, which found that most organizational buyers are over 50% through the buying process before they encounter a sales representative. The moral today is more like: Sales start and sometimes end before the salesperson calls, because of B2B advertising, the internet and changes in the buying process. B2B communications are an increasingly complex challenge for industrial companies, as they have become more interactive with customers. The company brand is now often coauthored with customers and no longer solely authored by the company. Because advertising is a form of one way communication, marketers have the most control in conveying the message clearly (Batra & Keller, 2016). Advertising is typically defined as paid nonpersonal communication about an organization, offering, or idea by an identified sponsor (Belch & Belch, 2017). While B2B advertising research has increased over time (Gartner, 2016), models of communications effects on buying decisionmaking have failed to incorporate the new findings into relevant and updated processes. The Institute for the Study of Business Markets has made this one of its research priorities (ISBM, 2018). Changes in organizational buying behavior, enhance the value of further understanding B2B advertising. This includes realizing the dispersion of the buying process to lower organizational levels and increased international diversity in the buying center.