مقاله انگلیسی رایگان در مورد بازبینی تئوری تبلیغات تجارت به تجارت – الزویر ۲۰۱۹

elsevier

 

مشخصات مقاله
ترجمه عنوان مقاله بازبینی تئوری تبلیغات تجارت به تجارت
عنوان انگلیسی مقاله Revisiting the theory of business-to-business advertising
انتشار مقاله سال ۲۰۱۹
تعداد صفحات مقاله انگلیسی ۱۵ صفحه
هزینه دانلود مقاله انگلیسی رایگان میباشد.
پایگاه داده نشریه الزویر
نوع نگارش مقاله
مقاله پژوهشی (Research Article)
مقاله بیس این مقاله بیس میباشد
نمایه (index) Scopus – Master Journals List – JCR
نوع مقاله ISI
فرمت مقاله انگلیسی  PDF
ایمپکت فاکتور(IF)
۶٫۵۱۱ در سال ۲۰۱۸
شاخص H_index ۱۱۴ در سال ۲۰۱۹
شاخص SJR ۲٫۳۷۵ در سال ۲۰۱۸
شناسه ISSN ۰۰۱۹-۸۵۰۱
شاخص Quartile (چارک) Q1 در سال ۲۰۱۸
مدل مفهومی دارد
پرسشنامه ندارد
متغیر ندارد
رفرنس دارد
رشته های مرتبط مدیریت
گرایش های مرتبط بازاریابی، مدیریت کسب و کار، مدیریت بازرگانی
نوع ارائه مقاله
ژورنال
مجله  مدیریت بازاریابی صنعتی – Industrial Marketing Management
دانشگاه Department of Entrepreneurship and Relationship Management, Southern Denmark University, Kolding, Denmark
کلمات کلیدی ارتباطات تجارت به تجارت، تبلیغات، خلاقیت، فرهنگ ملی، رسانه های اجتماعی
کلمات کلیدی انگلیسی Business-to-business communications، Advertising، Creativity، National culture، Social media
شناسه دیجیتال – doi
https://doi.org/10.1016/j.indmarman.2019.03.012
کد محصول E13203
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فهرست مطالب مقاله:
Abstract

۱- Introduction

۲- Methodology

۳- Literature review

۴- Conceptual framework and propositions

۵- Conclusions and managerial implications

۶- Agenda for future research

References

 

بخشی از متن مقاله:

Abstract

Creating effective business-to-business (B2B) communications is an increasingly complex challenge for marketing managers. It requires a theoretical understanding of a number of puzzling, interacting components of an advertising stimulus. However, few academicians have pursued the goal of integrating and modeling how the B2B advertising process should be conceptualized. Gilliland and Johnston (1997) provided the first comprehensive model of the process, but B2B advertising has changed dramatically since this paper and demands an update to capture the new dimensions of the phenomenon. Using a systematic literature review to summarize recent trends, this paper incorporates the key changes in B2B advertising over the last 20 years. In particular, the authors explore a revised model of B2B effects, including (1) social media, (2) creativity and emotional appeals, (3) national culture, (4) brand equity and credibility, (5) ad experience social context, and (6) competing messages.

Introduction

In 1958, an account executive at the Fuller Smith & Ross ad agency created what was eventually to be considered the best business-tobusiness (B2B) ad of the 20th Century (TAG Archives, 2014). This ad was nicknamed “The Man in the Chair” and was created for Mc GrawHill to sell print advertising in the company’s many magazines. The ad listed a number of questions to a supposed vendor trying to sell the executive an unknown product (see Table 1). The Business Marketing Association (BMA) parodied this classic ad with on-stage actors. The parody featured the “New Man” who was not in a chair, but speaking while he used a mobile phone and paced back and forth in an impatient manner. The questions and comments to the potential vendor included LinkedIn and Google. The conversation ended in the same way, however. “Now, what was it you wanted to sell me?” Given the results from the Challenger Sale (Dixon & Adamson, 2013) research, which found that most organizational buyers are over 50% through the buying process before they encounter a sales representative. The moral today is more like: Sales start and sometimes end before the salesperson calls, because of B2B advertising, the internet and changes in the buying process. B2B communications are an increasingly complex challenge for industrial companies, as they have become more interactive with customers. The company brand is now often coauthored with customers and no longer solely authored by the company. Because advertising is a form of one way communication, marketers have the most control in conveying the message clearly (Batra & Keller, 2016). Advertising is typically defined as paid nonpersonal communication about an organization, offering, or idea by an identified sponsor (Belch & Belch, 2017). While B2B advertising research has increased over time (Gartner, 2016), models of communications effects on buying decisionmaking have failed to incorporate the new findings into relevant and updated processes. The Institute for the Study of Business Markets has made this one of its research priorities (ISBM, 2018). Changes in organizational buying behavior, enhance the value of further understanding B2B advertising. This includes realizing the dispersion of the buying process to lower organizational levels and increased international diversity in the buying center.

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