ABSTRACT
Because business to business markets are smaller than consumer markets, some restrictions will apply. Table 13.1 shows the main differences.
Of course, business to business and consumer advertising also have a great deal in common. Advertising aims to reach people with its message, and change its target market in some way – changing attitudes or behavior, increasing the level of knowledge, or whatever the advertiser hopes to achieve. Ultimately advertisers hope to change behavior, because they hope to influence the audience to buy the products on offer. Other marketing communications are intended to have a similar effect.
