Key Principles of BUSINESS Advertising

• The sale is driven by business needs- unlike consumer transactions that are fueled by discounts,
aspirations, or impulsive buys, a B2B sale is typically driven by a business need. Consequently,
when creating a business advertising campaign, it’s crucial to consider the central need you are
marketing to, and how your product or service fulfills that need.

• It’s all about maintaining relationships- since B2B purchases are less influenced by impulses or
discounts, there’s more room for relationships to inform the transaction. For example, less
frequent business transactions like an occasional software upgrade that occurs every 3-5 years,
it’s important for the seller to stay top-of-mind in creative ways. Newsletters, webinars, events,
social media, and regular check-up calls may be employed in the business advertising strategy to
help long-term relationship thrive over the years.

CLASSIFICATION OF Business advertising

• Industrial Advertising, which involves goods, services, resources, and supplies used in the
production of other goods and services

• Trade Advertising, which is directed to wholesalers and retailers who buy the advertised product

for resale to consumers

• Professional Advertising, which is directed to members of various professions who might use or
recommend the advertised product