Management Input

To help business executives get a better handle on the issues that relate to marketing and advertising a business, to help them focus on the areas that will really make a difference, we offer our newsletter, Management Input. In each issue we apply our down-to-Earth marketing approach to a specific marketing or advertising area.

We invite you to visit our web site often to read the current issue, or use the modern method of news gathering, the RSS feed.

Don’t just create a web site, create online business presence — September 29, 2005: Things to consider in planning an effective online business strategy.
Some basics about understanding media advertising — May 17, 2005: Categories of media, and considerations for developing a media plan.
Focus on your customers' needs to find market success! — January 4, 2005: How understanding your customers can lead to greater business success.
Eight concepts for more effective advertising — December 3, 2004: Make your advertising more effective by following these simple concepts.
Direct Mail—Marketing's Sharp Shooter — November 4, 2004: Direct mail can be an extremely effective and powerful marketing tool when it addresses your customers' needs.
Where have all the Sales Leads gone? — October 2, 2004: Buyers will respond to offers that promise to make their jobs easier, and support that promise with credibility.
Branding 101 — August 2, 2004: Why branding your name is important, whether you're large or small.
People don't buy products — April 5, 2004: People buy products in order to solve problems. A product has meaning only from the viewpoint of the buyer or ultimate user. Value resides only in the benefits the user sees.
How to write effective advertising copy — January 14, 2004: Advertising is written to persuade people to think favorably about a product or service or to move them to take an action that will ultimately lead to a sale.
Why advertising? — January 14, 2004: What should your advertising say? Who should the ad talk to? How often should your message be sent out? What kind of response do you want from your ad? What kind of awareness are you looking for or does it matter to you?
Quality-what is it? — January 14, 2004: Quality, as viewed by the customer, is anything that enhances satisfaction. Customer loyalty is won and maintained only through continual quality improvements.
Are you committing any of the following market planning sins? — January 14, 2004: What you can learn through marketing research.
What's good about marketing during a Recessionary economy? — January 14, 2004: This is the time to examine your marketing program, to outline it and get it down on paper so everyone in the organization knows and understands what the company stands for and what goal it is trying to achieve.
Managing sales leads — January 14, 2004: Proper qualification of every inquiry also provides you with information, knowledge and insight on how to improve the quality of inquiries in the future.
Copy: long or short? — January 14, 2004: How information overload affects the impact of your advertising.
How well do you know your customer? — December 2, 2003: If you are searching for ways to improve your product or service, or to find new products to develop, then look no further than your current customers.
Advertising budgeting to meet business objectives — April 14, 2001: Learn how your method of budgeting affects your analysis and setting of objectives.