Advertising B2B Film Marketing 
Harvard Business Review
FEBRUARY 7, 2014
advertisers will spend approximately “$17.46 But with most B2B and B2C organizations using virtually the same branding tools, they’re arguably seeing less advantage as a result of their efforts — if they’re realizing any advantage at all. Advertising Branding Marketing' billion on branding, or 41.6% billion, or a 48.5%
Harvard Business Review
OCTOBER 14, 2015
It’s advertising, more precisely the cost of commanding consumer attention, which by my calculation has seen a staggering seven- to nine-fold increase in real terms since 1990. My research suggests that there is no universally applicable approach — what matters most is tailoring advertisements to the appropriate context.
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