B-to-B ads tackle Sunday NFL game

December 2004
B to B;12/13/2004, Vol. 89 Issue 15, p30
The article reports about the various promotional activities conducted by the business enterprises in the United States. Nextel Communications Inc., which sponsored a game's in-studio halftime program, used spots that pitched both consumer and b-to-b audiences. In one targeting business decision-makers, Nextel visits a nondescript office where a pair of businessmen dance with awkward abandon to a tune pulsating from a boom box being held by a co-worker. There's none of the levity of Nextel's spot in a commercial for UPS. A no-nonsense-type guy who looks as intimidating as a linebacker sings the praises of the shipping and logistics company. Like the other b-to-b spots during the game, IBM Corp.'s commercial was more than good enough for prime time. Suspect that readers will immediately gravitate to the image of the man working his cell phone and laptop that appears beneath the friendly sounding but long-winded headline. From there the eye will likely drift down the page for the call to action and logo. But above the photo is lots of information about the product, a web security gateway.


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