B2B advertising as an economic factor

Analogous to product development, one could perhaps say that the marketing strategy is roughly equivalent to the specifications, the communication policy to the product specifications and the advertising to the product design. We don't want to overuse the comparison, but it does shed light on the essential connections: advertising is the outwardly visible, tangible expression of communication policy as part of the marketing mix. It is therefore dependent on the strategy, but must ultimately function and convince on its own.

B2B advertising, like B2C advertising, is divided into two categories: Above the Line and Below the Line. Above-the-line refers to classic advertising that appeals to a broader public. Below-the-line advertising approaches selected target groups more directly and uses, for example, sales promotion, trade fairs, sales support, direct or dialog marketing. As your full-service partner, we follow the development of B-to-B communication closely, know the trends and open up new opportunities for you.