Stage 2 Business to Business

Business to Business advertising or B2B as it is often referred to as, is often seen as being clinical, direct. and professional. This is due to the fact that B2B advertisements often reflect the professional nature of a business and what the product offers, in a short succinct manner. Business to Business advertisements are also highly targeted and as such usually use magazines and print media to communicate to their target audience. Furthermore, B2B is one of the most important fields of advertising as an effective campaign has potential to save business millions of dollars in sales calls. As if the purchasing business is familiar with both the product and the brand name they are far more likely to close the deal in a fast fashion. 

Hartley and Patti Evaluating Business to Business Advertising 1988

Hartley, S., & Patti, C. (1988). EVALUATING BUSINESS-TO-BUSINESS ADVERTISING: A COMPARISON OF OBJECTIVES AND RESULTS. Journal of Advertising Research, 28(2), 21. Retrieved from Business Source Premier database

Advertisment 1) Verizon Altogether Better TVC 

Verizon Business shifts ad focus. B to B 2010

Maddox, K. (2010). Verizon Business shifts ad focus. B to B, 95(5), 9. Retrieved from Business Source Premier database.

The purpose of this advertisement is clear Verizon are a major telecommunication company in America, and whist, its target audiences is business due to the large scale of the business and the product that is offered Verzion advert unlike most Business to Business advertisements, resembles more of a business to consumer approach. This is highly effective for Verizion as it clearly highlights their position as an innovative and industry leading company. Furthermore, as the advertisements illustrates many different business scenario's that benefit from Verizon's product, Verizon managers to appeal to a wide range of businesses. This is something that is usually difficult to achieve in a 30second TVC.  

Advertisement 2) Microsoft Dynamic

Microsoft Dynamic print advertisement- Scanned from 'The Bulletin' -February 27 2007

This advertisement has more to do with the location in which it has been found than to do with the actual advertisement. The  print advert appeared in February 2007 of the Australian business magazine 'The Bulletin'. The readership of this magazine is clearly that of the professional class, as the articles almost exclusively relate to business and economic issues. The actual Microsoft Dynamics advertisement clearly uses a professional tone, the colours of the advertisement are reflective of the standard "Windows" colours namely red,blue yellow and green, they are nonetheless subdued and blended together. The man is in traditional work attire including a plain shirt and plain tie, and the women too is in brown work attire. What makes this advertisement is that is not clear who is the customer and who is the seller. It can be inferred either way, this is very cleaver on Microsoft's behalf as they are careful not to alienate any potential client.