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

Question

Quizplus · Accepted Answer

In a straight rebuy situation, the buying center is likely to stick with their current suppliers and may not pay much attention to ads. In a modified rebuy, they might be more open to alternatives, but it's in new buy situations where ads in trade journals and other media are most likely to be noticed and influential, as the buying center is actively seeking information and options.

Ads in Trade Journals and Other Media Have a Better