... itusiness-to-BusinessMarketing 15 Most marketing is business-to-business (B2B) marketing eventhough textbooks and business magazines devote most of their atten-tion to business-to-consumer ... create an effective ad cam-paign. Rosser Reeves of the Ted Bates & Company advertisingagency favored linking the brand directly to a single benefit, as in“R-O-L-A-I-D-S spells RELIEF.” Leo ... everytouch point—events, seminars, news, telephone, e-mail, per-son-to-person contact.• Companies need to define the brand’s basic essence to be de-livered wherever it is sold. Local executions...