Tuesday, June 27, 2006

New ABM study shows how buyers use business media

This is some information that is useful...it does support advertising...really support getting face-to-face.

New ABM study shows how buyers use business media
By Matthew Schwartz BtoBonline.com
Jun 27, 2006

New York—Nearly six in 10 executives surveyed say an advertisement in a b-to-b magazine prompted them to purchase or recommend the purchase of a product or service, according to new research released Wednesday by American Business Media.

ABM commissioned Harris Interactive to research how media “end-users” (readers, event attendees and online participants) use business media in their decision-making. Harris conducted phone surveys from February to April. The study garnered 588 responses from executives in the 21 advertising categories tracked by the Business Information Network, including banking, financial and insurance, computing, software and telecommunications, business advertising and marketing, and health care.

According to the study, b-to-b trade shows play a prominent role in driving executives to seek additional information either on a company’s Web site (77%), by talking to a sales rep (73%) or calling a toll-free number (40%).

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