Exploring Textual Modes, Imagery and Claims in B to B and B to C Print Advertising

ABSTRACT Purpose This exploratory inquiry examined 35 types of textual modes (stories, metaphors, puns, etc.), imagery, and claims in both business-to-business (B2B) and business-to-consumer (B2C) print advertising. This framework for ad content could form the foundation for further efforts with other media. Methodology/Approach A content analysis compared B2B advertising with that of B2C firms. It also compared B2B firms with and without B2C advertising experience. Print ads are a well-established context and thus provided a stable research platform that shares fundamental elements with digital ads. Qualitative surveys of advertising industry workers, content analysis of award winning ads, and analysis of the creators’ comments on the award winning ads expanded the research. Findings The results from 270 print ads showed that advertisers in general failed to employ many of the elements examined. B2B ads lagged behind B2C ads in employing some elements as well. Further, those B2B advertisers without B2C experience lagged those with B2C experience. The ads also appeared formulaic since they used a small set of elements intensively. The causes for this proved complex and ambiguous. Research Implications These insights can help researchers target important ad elements for research projects. Also, the framework used here may serve to aid researchers in creating frameworks for evaluating ads across other media. Practical Implications Ad designers should be able to take better advantage of less used tools of persuasion and create ads that are less formulaic. Advertisers may find tools here for evaluating the ads created for them. Originality/Value/Contribution The results should provide researchers and practitioners with a clearer view of print ad content. The results may also facilitate improved management of ad creation. The framework developed for classifying textual modes, imagery, and claims in print ads may also be adaptable to classifying content in digital and other advertising to facilitate integrated marketing communications.