Uses and abuses of advertising

Article Abstract:

Advertising is increasingly critical to small- to medium-sized accounting firms in gaining market share due to increased competition in the market. Advertising is central to a marketing strategy. When placing advertising, firms should make sure the copy offers something unique to distinguish their services from those of the the competitors. Copy should be well written and try to incorporate a special offer for services. If firms cannot distinguish themselves from their competitors, then advertising copy should present available services in a unique way. The advantages of advertising over other public relations promotions is that it allows firms to have control over the information being imparted to the audience and can be used to great effect in tandem with other promotional efforts.

Accounting, Advertising

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How to build a contented workforce

Article Abstract:

The competition for school graduates and prospective employees is fierce, illustrating the fact that small businesses must focus on employee retention to remain competitive. All business plans are dependent on the participation and motivation of the staff, and a contented workforce is necessary for a business to be successful and for it to retain the best employees. Ways small business can build a contented workforce include considering each employee's skills and using them effectively; ensuring that all employees know what is expected of them in terms of individual and team goals; and developing good communication skills to disseminate information and listen to feedback.

Human resource management, Small business

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People power

Article Abstract:

A case study analysis reveals there are several techniques that accountants can use to increase their clients' loyalty by: concentrating on clients instead of problems; developing personal relationships with clients; and realizing that potential clients choose people instead of services or practices. Accountants can also improve their client relations by: developing strong first impressions; developing good listening skills; improving communication skills.

Case studies, Services, Accountants, Customer relations

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