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Much research has indicated that technology advertising requires a different approach than general business-to-business or consumer advertising.

Whether they are engineers or business managers, those involved in the selection and purchase of technology products and services are looking for clearly presented features, advantages and benefits that tell them why they should buy from you instead of your competition.

Study after study has shown that ads that rely on this basic concept get consistently higher readership—the key to maximizing the effectiveness of your advertising.