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6) Print buyers don't respond to advertising. I'm sure that at one time someone must have argued that printers don't respond to ads, so press manufacturers or plate suppliers shouldn't advertise.
Of course relationships are important and will continue to be so. That fact suggests one among many themes for an imaginative campaign. Image and branding are increasingly important in business-to-business sales. A clear, compelling statement of the business solutions your company offers can be the basis of an effective ad-driven approach to selected markets.
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