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ADVERTISING: A buyers' market

How to ensure your brand's ads are seen by the right people, at the right time

Advertising is an expensive business. It costs a lot to employ creative experts to devise the advertisement in the first place, and the media space in which it is shown is usually even more expensive. If no one sees the ad then it is a waste of a lot of money. If the wrong people see it then it can actually be damaging to a brand. Getting it right is therefore important, but it is easier said than done, particularly when it comes to B2B marketing with its niche markets, constrained budgets, and limited number of purchasers. This guide is intended to help B2B marketers through this particularly tricky area.