Standard Article

Business-to-Business Media Selection

Part 4. Advertising and Integrated Communication

  1. Kyle Krueger1,
  2. Lawrence Soley2

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04013

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Krueger, K. and Soley, L. 2010. Business-to-Business Media Selection. Wiley International Encyclopedia of Marketing. 4.

Author Information

  1. 1

    Hoffman York, Milwaukee, WI, USA

  2. 2

    Marquette University, Milwaukee, WI, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

Business-to-business advertising media selection consists of analyzing and selecting the appropriate media and vehicles for reaching workplace-based prospects. The analysis is based on quantitative factors such as cost efficiency, and qualitative factors such as the appropriateness of the vehicle's editorial environment for the product or service being marketed.

Keywords:

  • business-to-business marketing;
  • advertising media selection;
  • advertising media planning;
  • advertising media;
  • internet advertising;
  • magazine advertising;
  • quantitative decision-making;
  • media