MediaBuyerPlanner: Nearly six in 10 executives surveyed say an advertisement in a b-to-b magazine prompted them to purchase or recommend the purchase of a product or service, according to new research released Wednesday by American Business Media, BtoB reports.

According to the study, b-to-b trade shows play a prominent role in driving executives to seek additional information either on a company's Web site (77 percent), by talking to a sales rep (73 percent) or calling a toll-free number (40 percent).

Seventy percent of respondents said they purchased or recommended the purchase of a product or service directly as a result of advertising/promotion at a trade show. Fifty-two percent of respondents said b-to-b media should be an important part of an integrated sales initiative, while 36 percent said it should be somewhat important.