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Business Publications

Business Publications. What’s the Difference?. Objectives:. Upon completion of this class and the assignments, you will be able to: Identify types of business to business (B2B) advertisements Compare the characteristics of business to business ads with consumer ads

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Business Publications

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  1. Business Publications What’s the Difference?

  2. Objectives: • Upon completion of this class and the assignments, you will be able to: • Identify types of business to business (B2B) advertisements • Compare the characteristics of business to business ads with consumer ads • Identify the types of business publications • Identify common business to business approaches and elements

  3. The Differences • Consumer ads are more emotional • Business-to-business (B2B) ads are more logical, rational • Problems and solutions • Benefits • No hyperbole • Friendly and personable but factual • Knowledgeable

  4. Types of B2B Publications • Industrial • Industry Week, etc • Trade • Progressive Grocer etc. • Professional • Modern Medicine • Institutions • Hotel Management • General Business • Business Week, Fortune, etc. • Agriculture • The Dairyman, Farm Industry News, etc.

  5. The ABCs of B2B Ads • Common Approaches • Case Histories • Testimonials • Problem-solution format • Demonstrations • Before and After

  6. The ABCs of B2B Ads • Common Elements • Long(er) Copy • Testimonials • Technical, specialized language • Diagrams, charts, graphs • Cutaway and ghost drawings • Two-color or black and white instead of 4-color • Action devices (coupons, 800 number, response card)

  7. Do and Don'ts of B2B Writing • Have knowledge of the business and technologies • Keep in mind reader wants facts • Present benefits (very important) • Don’t overwrite because you can write lots of copy. Keep it concise • When appropriate use humor, but…. • keep it sophisticated • Never let humor obscure the facts

  8. Summary: • Having completed this class and the assignments, you are able to: • Identify types of business to business (B2B) advertisements • Compare the characteristics of business to business ads with consumer ads • Identify the types of business publications • Identify common business to business approaches and elements

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