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The Role of Industrial Advertising
The role of industrial advertising is to minimize the hunt for buyers, increase sales, make more distribution channels, and spread awareness of the company's brand, all while helping the company run more efficiently.

Media Types of Industrial Advertising
Any company needing to advertise their product or service to other companies needs to research their competitors and identify their target market when doing so, but not every company's industrial advertising tactics will be the same.

Print media and direct marketing are two of the usual channels of any company's advertising campaigns, and industrial advertising is no exception.

When advertising in print media, a product or service marketed towards other businesses should be simple and legible in a plain font, and the highlight of it should be the product or service and not the company offering it.

That is the easiest way for it to be seen by the target audience. It also needs to have the contact information of the company, so that the consumer can immediately order the product or service.

Direct marketing includes any way of reaching the customer directly, whether over the phone or by email or mail. Brochures and cold calling are some examples.
Trade shows and fairs are also ways that an industrial advertising campaign can go forth. The important thing to consider is the fact that reaching other businesses in the hopes of selling them something and making them regular customers is not going to be done the same way as targeting individuals. The people who make decisions about the logistics of a business are not going to get their information the same way as individuals do. Paper cups for coffee shops to order in bulk are not typically advertised on television or on the internet, because the people working for a business that needs something like that will not be watching television regularly. Instead, they are more likely to read the newspaper or be on the lookout for that service at a trade show.
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What is Industrial Advertising?

Industrial advertising, otherwise known as business to business advertising, is a form of advertising to other businesses. This can include the advertising of parts or raw materials for their products or equipment used in their manufacturing process.

Every business is a consumer, and needs to enlist the services of other businesses for at least a few things.

A large company may manufacture all of that themselves, but most do not.

Industrial advertising is what anyone who hires themselves out to a business rather than an individual needs to do.

Excerpt from Advertising & Marketing Services Industry Profile

Demand for advertising and marketing services comes largely from businesses that sell consumer products, entertainment, financial services, technology, and telecommunications. The profitability of individual companies depends on creative skills and maintaining client relationships. Large companies benefit from being able to serve the varied needs of major customers. Small companies can compete by focusing on niche markets or by offering lower pricing. The US industry is fragmented: the top 50 companies generate about one-third of revenue.

New competition for advertising and marketing business has come from database marketing companies, systems integrators, and telemarketers.


Major services are advertising for print, broadcast, and online media (25% of industry sales), direct marketing (10%), and public relations (10%). Other services include display advertising, media buying (reselling advertising time or space), and media representation (selling advertising time or space on behalf of media outlet owners).

Advertising agencies have two main ...