Informational and Transformational Appeals
in Trade Publication Advertising

Michele D. Bunn, Bruce C. Bailey, Giles D’Souza, & Ronald J. Huefner



Abstract

While trade publications have played an increasing role in the communication strategy of business-to-business firms, little is known about advertising appeals or how they changed over time. Using a modification of Rossiter and Percy’s (1987) framework, we categorize 1,024 informational and transformational appeals from one horizontal trade journal (Journal of Accountancy) for the mid-decade years from the 1930’s to the 1990’s. We hypothesize changes in the use of appeals based on the evolution of theory and practice in organizational buying behavior.

The general findings indicate a decrease in informational appeals related to the traditional role of buyers, an increase in informational appeals related to the emerging role of buyers as problem solvers, and a corresponding increase in the use of transformational or “non-task” appeals over the same period. Overall, the advertising seems to reflect the development of our understanding of organizational buying.