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Although advertising is frequently an expensive media to choose, it
is generally the most effective and the additional costs are quickly
recuperated. According to the Carr Reports, and every
other study that I have read in my professional career, ads in trade magazines generate
most leads. Nearly one out of every three sales leads is generated
by a firm's print advertising campaign.
Other reasons to consider print advertising the cornerstone of your
marketing plan are:
- 80% of buyers first learn about a product or supplier through a
print ad program
- Buyers prefer to learn about products in the market through a
print campaign because they perceive it as informative. (see
chart)
- Cost effectiveness: advertising delivers your sales proposition to
the greatest number of prospects at the lowest cost per prospect
- Objectivity: buyers find industry publications to be the most
credible source of information
- Ad preference: readers actually prefer the trade magazines carry
advertising
Furthermore, buying influences and decision makers
seldom see salespeople but many read industry publications.
You may also want to contact the American
Business Press (Tel 212 661-6360) and order the study "It Pays to
Advertise - Proof that Advertising Works" which highlights 30 years
of case histories and research studies showing that advertising in specialized
business publication works.
Another study is the ARF/ABP Study: A summary of Findings also
available from the ABP for a few dollars.
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