The buyer problem foundation of industrial advertising

Problems prompt the buyer to seek solutions. The buyer's search effort is activated by problems: he sees messages which are before him when he has problems; he attends most to those messages which promise him useful information — information that will help him do a better job; and he is most li...

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Bibliographic Details
Published in:Industrial marketing management 1976-06, Vol.5 (2), p.163-167
Main Authors: Brown, Herbert E., Brucker, Roger W.
Format: Article
Language:English
Subjects:
Advertising
Industrial
Problem solving
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Summary:Problems prompt the buyer to seek solutions. The buyer's search effort is activated by problems: he sees messages which are before him when he has problems; he attends most to those messages which promise him useful information — information that will help him do a better job; and he is most likely to respond to ad messages which address the source of pressures which are the cause of his problems. Thus, ads constructed with the problem, not creativity, at the forefront should generate more opportunities to quote, or stated another way, more opportunities to be “cut in on the deal.”
ISSN:0019-8501
1873-2062
DOI:10.1016/0019-8501(76)90039-0