Catalog choices: DEC and Apple go on-line, while Thomas remains paper powerhouse
Article Abstract:
Even as technology marketers develop electronic catalogs, industrial product marketers opt to use traditional paper catalogs. Several US manufacturers, for instance, prefer publishing catalogs in the 26-volume Thomas Register of American Manufacturers buyers's guide rather than sending them by third-class mail. Still, some others try to make their catalogs more effective through new layouts and design. Meanwhile, marketers of high-technology products continue to adapt electronic media for catalogs in the form of diskettes and on-line systems.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1992
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Warming doorknobs overseas
Article Abstract:
Direct marketing is gaining popularity in the international arena. Its cost-effectivity, verifiability, improved postal service, better listings and the demand of customers are some of the reasons for its global success. Prospects from newly industrialized countries are usually the most receptive due to their need for information. Companies that have achieved success in international direct marketing include Magnavox CATV Systems Inc and Schlumberger Ltd's Schlumberger Well Services.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1992
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Using humor in business ads can get ticklish
Article Abstract:
Humor in advertising can be effective only if it is inoffensive and focuses only on the product or business advertised. Sexist, racist or morally objectionable jokes in advertisements will not appeal to the public and neither will they sell a product or a message. Humor is used in advertising in order to attract people to the advertisement's message and to make them remember the product or business advertised.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1992
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