Chapter 13: Advertising & Promotion Homework

1. Based on the material in Chapter 13, what are some of the purposes of effective business-to- business advertising? What are some of its limitations?

2. One method of determining an advertising budget is the “percentage of sales” approach. Why might this be a popular approach? Why is this the problem with this method?

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3. Trade shows are an important B2B marketing channel.

a. What percentage of overall B2B marketing communications budgets do trade shows represent?

b. What is the average cost of reaching a prospect at a trade show?

c. How do the roles of personal selling and trade show marketing differ? How do they complement each other?

4. Do a little online research on the topic of B2B trade show budgets. What are some of the major categories of cost to exhibit at an industrial trade show? I don’t expect you to provide actual dollar figures, but a list of some of the expenses that make a significant contribution to trade show costs.

5. Look at the UV/EB Technology magazine web site (https://uvebtech.com/) is this a horizontal or vertical publication? Explain.

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