Features and effectiveness of advertising channels

<p>Within this particular diploma work the different advertising channels&rsquo; features and characteristics have been analyzed and advantages and disadvantages of each channel have been stated. The main purpose of this diploma work is gaining the understanding of such traditional advertising channels&rsquo; effectiveness as television, radio, press, outdoor, Internet and mobile technologies concerning B2B markets. The particular objectives include determining different advertising channels&rsquo; features and characteristics and examining their effectiveness concerning B2B markets. To meet stated objective the secondary data, advertising channels&rsquo; usage statistics and personal experience gained during practice have been used. The conclusions concerning the effectiveness of different advertising channels for B2B markets have been made. To determine the most effective advertising channels the criteria for selection have been developed. These criteria based on the B2B markets features allowed choosing the most effective advertising channels. According to developed criteria the most effective advertising channels for B2B markets are Internet and press. Also the importance of different B2B market&rsquo;s features has been stated in this work. The understanding of practical differences of advertising activities on each B2B market is critically important for successful advertising company.</p>