Finding a happy medium: TV is the right choice - sometimes

Article Abstract:

Television is one of the most expedient and fastest ways of getting a message across. Consequently, a lot of business-to-business advertisers look to it as a medium for reaching the business audience. However, they are concerned over what they view as the considerable waste that occurs when only a small percentage of the audience is targeted by the advertisement. The business-to-business television marketing initiatives of Sharp Electronics Corp and Digital Equipment Corp are presented.

Household audio and video equipment, Electronic Components and Accessories, Household cooking equipment, Television advertising, Electronics industry, Business-to-business market, Business to business market, Sharp Electronics Corp., Digital Equipment Corp.

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Mud wrestling: Microsoft's ads highlight new prominence of negative marketing in business

Article Abstract:

Microsoft Corp's negative advertising tactics elicited complaints from its target competitors. The computer companies have various reactions to the ads ranging from ignoring them to counter negative advertising and considering legal remedies. Advertisers and advertising experts refute that negative advertising does little to promote the company. Comparative ads may confuse the consumers and may instill in them the competitor's name instead.

Prepackaged software, Advertising, Methods, Microsoft Corp., Cover Story

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Family leave: national debate focuses on flexibility, fairness

Article Abstract:

A growing number of managers are recognizing the importance of satisfying the family needs of employees inorder to build a more loyal and stronger work force. Some of the creative ways to satisfy the employees' family needs take the form of standard six-week, partial pay leave for pregnancy and a one-month, unpaid leave. The benefits derived from relatively generous family leave policies are greater compared to the cost of the turnover.

Laws, regulations and rules, Human resource management, Employee benefits, Family leave

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