New Movers Lists
Are business-to-business and consumer marketing fundamentally the same, or fundamentally different? There are two basic schools of thought. The first says, "Business-to-business and consumer advertising are fundamentally the same. After all, executives and engineers are still human beings, and they don't stop being human when they step into the office. So the basic consumer advertising techniques of cleverness, humor, entertainment, color, good graphics, design, and so forth will still appeal to them." General advertising, also known as image advertising, doesn't seek an immediate response, but instead aims at building an image or creating an awareness of a product, brand, or company over an extended period of time.
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New Movers Lists info: People of this school think that all consumer advertising techniques apply equally to business-to-business, that business-to-business advertising shouldn't be handled any differently than consumer advertising, and that the surest way to create an exciting, effective, interest-grabbing business ad is to make it look and read like a consumer ad. If you're doing an industrial ad for widgets, for example, and want to include some specifications, these people will likely object on the basis that specifications are boring. See also New Business Mailing Lists.
Response Makers - New Movers Lists
