Business to Business Advertising

Advertisement: "Hidden Pizza" Yellow Pages TVC
Cited from: http://www.youtube.com/watch?v=I9dAljzO0ho
Cited on: 16/09/2010

General information:
Created by Clemenger BBDO in 2010, this ad uses peoples sense of curiosity to illustrate the tangible benefits of placing an ad in the Yellow Pages. The idea was executed in a very creative way using a demonstration execution style and rational appeals.
Target Audience:
Businesses.
Objectives:
To depict the tangible benefits of placing an ad in the Yellow Pages directory.
My Opinion:
I thought this ad was really clever in the way it showed the advantages of being a part of the directory.  I think the use of rational motivational appeals is more effective in this than the emotional appeal of the "not happy Jan" TVC, as it directly relates a result to an action rather than just your boss being unhappy with you.

Advertisement: ANZ Small Business TVC
Cited from: http://www.youtube.com/watch?v=B5YMBWuRxR4
Cited on: 16/09/2010

General Information:
Created by M&C Saatchi in 2009, this ad was meant to stand out in this sector for its humor, energy and mass appeal. ANZ have followed through from this creative TVC onto the "a bank" commercials, both of which can be said to have had a favorable impact on the brand image of ANZ. This commercial uses strong emotional comparison appeals to justify the choice of ANZ over other banks.
Target Audience:
Small business owners
Objectives:
To depict ANZ in a favorable manner and attract small businesses.
My Opinion:
While their not actually comparing themselves to another bank its more the idea of a "regular bank" which doesnt treat its customers well. In this instance all the ANZ employee does is give the butcher a hug. This obviously weighs strongly on the emotional side as people feel a sense of injustice within their own bank and feel a sense of commonality between themselves and those in the ad. I think its clever and puts ANZ as the "good guy" in the scenario.

Trade Press:

N.A. (2009). ANZ TVC. B&T Magazine. 59(2700).

Write up:

This article makes the distinction between regular business to business ads and the one created for ANZ by M&C Saatchi. Because people don’t expect an “exciting funny story” it makes it more appealing as its outside the box, illustrating that business to business ads don’t have to be “dull as dishwater”. The marketing implications of this is that now to be relevant and considered by consumers other banks will have to up their ante to be able to credibly compete.

Journal Article:

Hartley, S & Patti, C. (1988). Journal of Advertising Research. 28(2).

Write up:

This journal suggests that the marketers in the business to business sector are facing an ever changing environment that requires the development of more sophisticated communications. In an effort to better understand the sector, research was conducted to create a profile of the business to business advertising communications and research conducted for future marketers and researchers. The implications of this for the sector is that it creates a framework to work off when it comes to creating business to business advertisements.