The authors of this paper put a special accent and focus their research on the models which allow clear understanding of the global advertising, the structure of the advertising decisions, the development and the understanding of the business advertising and an estimation of the role integrated in the promotional activities.
The advertising supports personal sales through introducing the clients with the company and the product through a specific role in the business marketing strategy, creating a business program in the advertising, the options for business media, the ways to measure the efficiency of the business advertising, and the role of the expos manifestation.
The advertising is a capability to reach the influential people in the buying process, which cannot be reached by the salesman on their own. Thanks to the nature of the business to business advertising programs during the buying process, the personal sale is the key techniques to create a sale, and the advertising is its supporter and replenisher. The development of the integral marketing communication strategies has the goal to bring the business closer to the clients with a creative implementation through the media in order to get the wanted results. To maximize the use of the products for promotion, business companies develop campaigns of integral marketing which bring the marketing communications closer to achieving the strategic goals. However the impersonal methods of communication, which include advertising, catalogs, internet, expos, etc., have the unique role in the process of communication.
The benefits, the solutions, the efficiency of the costs need an effective approach by everyone that can influence the buyers along with the technical complexity of the business products. The experience proves that even the best products can’t sell themselves on their own. The communication with the clients is of crucial importance for the success of the business and the marketing.
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