Construction ebb and flow less volatile

Article Abstract:

Marketers in the building and construction sector are warily optimistic of the solid performance that the industry is posting for 1996 so far since they are aware of its historically volatile performance. Although the 1990s ushered in a relatively stable performance trend for the sector, experience has proven that most sectors follow a cycle of expansion, overbuilding, then decline. Industry forecasters believe that the market is slowly getting back on its feet although it would be unable to equal its feat in the 1980s.

Construction, Construction industry, Economic aspects

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Spending vaults 22.2%: top 100 business-to-business advertisers tune in TV

Article Abstract:

A list of the top 100 business-to-business advertisers in 1994 is presented. The top placers were AT&T, IBM, MCI, Hewlett-Packard, Microsoft, Compaq, UPS, American Express and Digital Equipment Corp. The total spending of the 100 firms increased by $434 million to $2.39 billion, a 22.2% jump from 1993 figures. The advertisers still use trade publications as their main avenue for advertising, accounting for 40% of total ad spending.

Cover Story, Surveys, Business-to-business advertising, Business to business advertising, Advertising expenditures, 1994 AD

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Astra sales merge emotion with logic

Article Abstract:

Astra Jet Corp., the sales arm of Israel Aircraft Industries Ltd., combines emotion and logic to sell the $14 million Astra Galaxy. Aside from employing classic marketing, the company has also put on display a full-size mockup of the jet to North America and Europe. So far, over 30 orders for the aircraft have been placed, whose main selling points are its low price and headroom enough to accommodate a 6 ft-tall person.

Aircraft, Aircraft Manufacturing, Methods, Marketing, Aircraft industry, Selling, Astra Jet Corp.

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