Ads in trade journals and other media have a better chance of being noticed by members of the buying center if the firm is either in a straight rebuy or a modified rebuy situation.

Question

Quizplus · Accepted Answer

In a straight rebuy, the buying center is likely to follow routine procedures without seeking new information, while in a modified rebuy, they may seek new information but are not as open to new suppliers as in a new task situation.

Ads in Trade Journals and Other Media Have a Better