Quite well researched and based on my experience over a visit to some manufacturing industry. As it says about what industry requires and how they obtain it. Spent hours at works

1. Advertisement and its importance
in Industrial Market
Industrial
Advertising

2. Team Members
Core D
Parth Sonawane BBA019276
Isha Walia BBA019303
Anmol Ratan Singh BBA019262
Mitesh Singh Suryavanshi BBA019283
Yashraj Srivastav BBA019280

3. Introduction,
Process
Industrial Advertising
3
Isha Walia
BBA019303

4. Introduction of Industrial
Advertising
The most popular terminology used for industrial advertising is Business to Business
advertising. This type of advertising generally includes a company advertising its products
or services for the companies which actually uses same or similar products or services or
we can say that the advertising company should produce the products which the other
company needs for its productions or functions. For e.g., some mineral water companies
which work on a smaller scale outsource the packaging bottles, the caps for bottles, the
cover with name printed on it, etc. so for this, the advertisements of the manufacturers of
bottles, caps and outer packaging paper can work.
4
Isha Walia
BBA019303

5. Process of Industrial Advertising
The strategies used in industrial advertising differ from company to company, as different
companies have different products to be advertised. So, a single rule cannot work for all
the companies’ advertisements. But the basic process which can lead to a successful
advertisement is: knowing the objective for advertising - identifying the target companies
- researching about the market conditions and the competitors - creating the ad to be
delivered - selecting media to be used - what should be the budget allotted - execution of
the advertisement - getting the feedbacks from the customers.
Isha Walia
BBA019303

6. Role
And Objectives
Of Industrial Advertising
Anmol Ratan Singh
BBA019262

7. Role of Industrial Advertising
Before understanding the role of advertising in industrial marketing, we must be aware
that there are certain forces that shape and influence organizational buying
decisions. Industrial purchasing decisions are typically joint decisions that insist an
industrial marketer to focus on all the individuals involved for a particular purchase.
Studies have also shown that an industrial salesperson does not reach even six to seven
out of ten purchase decision influencers. In such cases, advertisement that becomes the
only means of communicating fills the gap by reaching important buying influencers who
are sometimes inaccessible to the industrial sales force. It facilitates the company by
enhancing its brand image, increase the salesperson’s opportunity to create a sale.
Anmol Ratan Singh
BBA019262

8.  It minimizes the hunt for buyers.
 It helps in increasing sales of the company.
 It helps in making more and more distribution channels.
 It makes company work more efficiently to produce the desired
product or service.
 It creates awareness among the customers or other companies
about the products and services.
Anmol Ratan Singh
BBA019262

9. Objective of Industrial Advertising
 Create awareness: The industrial advertising creates awareness about a supplier or his
products to the potential industrial buyers who are unaware about the availability of their
products in the industrial markets.
 Reaching inaccessible places: There are places that are not reachable by the company sales
force and there are important decision makers for purchase of industrial products who cannot
be met by the sales force. These places could be reached easily through advertising. Thus,
advertising in trade journals, business magazines that are read by R&D Managers, engineers
help the companies to reach their target audience.
 Improve sales: Advertising helps salespersons to improve their sales by increasing their sales
efficiency and effectiveness as people are already aware of their company, products, etc.
 Reduce cost: A single advertising reaches a vast number of people that comes out cheaper
than a single salesperson meeting so many people personally and explaining them in details
about the company’s products. Thus, advertising not only reduces cost but also saves time of
the company.
Anmol Ratan Singh
BBA019262

10. Uses
Of
Industrial Advertising
Parth Sonawane
BBA019276

11. Uses of Industrial Advertising
 Reaching Buying Influences: Many a times the industrial market is not aware of the
influencers in the customer’s firm. As it becomes necessary to reach them at the of
decision-making advertisements can be a solution. The influencers after seeing the
advertisement would contact the industrial firm for information, thus identifying
themselves for later communication.
 Creating Awareness: Since customers go through a series of buying processes, they
have many parameters to consider, advertising alone will not lead to a sale. But it can
be used to create awareness among the customers so that at the time of considering
alternative vendors, the consumers recall the advertisement. At the time of release
of a new product into the market, an awareness of its existence can be
communicated through advertising.
Parth Sonawane
BBA019276

12.  Enhancing the Sales Call: Effectively planned advertising enhances the sales call by
arousing interest in the supplier’s offering and by helping to create supplier
preference. When buyers are aware of a company, its reputation, its products, and its
record in the industry, sales people are more effective.
 Increasing Overall Sales Efficiency: For some industrial producers, particularly
producers of industrial supplies, advertising maybe the only way of efficiency reaching
broad groups of buyers. Additionally, because little or no product differentiation exists
between many industrial supplies, marketers of such products frequently need to
remind users and potential users of their firms’ unique capabilities or make them
aware of new products and services.
 Supporting Channel Members: Manufacturers who use middlemen must support
those intermediaries’ efforts by ensuring that end markets are aware of their
products. While middlemen are interested in the producer’s support activities,
resellers, because they are positioned so closely to ultimate consumers, are even
more concerned with consumer acceptance.
Parth Sonawane
BBA019276

13. Limitations
And Types of
Industrial Advertising
Yashraj Srivastava
BBA019280

14. Limitations of Industrial Advertising
▫ Industrial advertising cannot substitute personal selling but it can definitely support,
supplement and complement that effort.
▫ Advertising can and should be used only for creating awareness and
providing information. Its purpose would be lost and the cost increases if it tries to
give all the details. Providing exhaustive information, objection handling, convincing
and converting a prospect into a customer that consumes lot of time should be
allowed to be handled by the direct sales force team.
▫ Advertising cannot create any product preference as this requires live
demonstration with explanation.
▫ Advertising cannot achieve the task of creating conviction and purchase. Such tasks
are achieved by personal selling.
Yashraj Srivastava
BBA019280

15. Media types in Industrial Advertising
The media generally used in the industrial advertising is print media and direct
marketing.
Print Media includes business magazines, trade publications, newspapers, technical
journals, etc. To make print media work
Direct Marketing includes:
1. Direct Mail - here, the newsletters, data sheets, and the brochures of the company
are directly mailed to the customers’ postal address.
2. Telephonic Advertising - the advertising is done by calling up the customers on their
telephones, giving messages on mobile phones, etc.
3. Online Advertising - includes companies sending e-mails to the customers or other
companies enclosing information about their products and services, putting online
banners, providing e-shopping options, etc. Yashraj Srivastava
BBA019280

16. Promotion,
And
Example of
Industrial Advertising
Mitesh Singh Suryavanshi
BBA019283

17. Promotion of Industrial Advertising
MAGAZINES: -
Delivers a perception of value and brand quality to a highly
qualified audience. More permanent and accessible.
Allowing brand messages to benefit from a longer lifecycle.
CORPORATE PROFILE/BROCHURE: -
Product Portfolio, Company Corporate profile, It gives
introduction of the company overview and product offering
EMAIL: -
Email marketing is directly marketing a commercial message
to a group of people using email. Involves using email to
send ads, request business, or solicit sales Mitesh Singh Suryavanshi
BBA019283

18. WEBCAST AND WEBINAR:
Webcast is a media file distributed over the Internet using
streaming media technology to distribute a single content source
to many simultaneous listeners/viewers. Webinar is a neologism to
describe a specific type of web conference. It is typically one-way,
from the speaker to the audience with limited audience interaction
Provide high brand visibility to a targeted audience.
CORPORATE WEBSITE:
The most effective websites capture lead information, provide
feedback within 24 hours, and offer downloads of white papers,
articles, event invitations, relevant links, etc.
ONLINE ADVERTISING:
Facebook, LinkedIn, Career Sites, Specialty Sites, Behavioral
Targeting, Blogs, Search Engine Marketing, Content Networks,
Placement Networks Objective of B2B Marketing – Web Marketing
Academy
Mitesh Singh Suryavanshi
BBA019283

19. Example
19
Mitesh Singh Suryavanshi
BBA019283

20. Thank You