A Point In The Right Direction

摘要

Back in the day, the primary mission of print advertising was to warm the doorknob for the company's sales reps. That's still an important role, as is brand building. But in these digital times, a good b-to-b ad needs to drive readers to the advertiser's Web site, where a much richer story can be told or an electronic transaction can take place. It's surprising how many print ads we've encountered lately seem to treat the company's Web address as an afterthought. Maybe the company's site is an embarrassment, and it is best not to call attention to it. But most companies invest a lot of time and money in their Web sites, so why not get people there?