Tax might curb free lunches, gifts, trips

Article Abstract:

Many individuals in the marketing communications business believe that accepting special gifts and free trips and lunches from sales representatives is normal and acceptable behavior. However, similar behavior among politicians is considered inappropriate. To reconcile the differences of opinion regarding the acceptance of special gifts, it is suggested that such gifts be made a part of an employee's taxable income. Such a proposal will reduce the sense of impropriety associated with gift acceptance and will allow givers to gain from gift giving through tax deductions.

Tax Law, Public Finance Activities, Process, Physical Distribution, and Logistics Consulting Services, Management consulting services, Marketing Consulting Services, Taxation, Employee benefits, Marketing communications, Business gifts

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Letter to advertisers insulting and wrong

Article Abstract:

BPA International Pres. and CEO Michael Marchesano wrote a letter to advertisers attacking a recommendation emphasizing the value of syndicated research in evaluating readership. However, the executive failed to take note that the article did not actually outrightly reject circulation audits. Instead, the paper asserted that these audits can be used in conjunction with syndicated research if they are available to study readership.

Methods, Newspapers, Company sales and earnings, Records and correspondence, Readership surveys, Periodicals, Newspaper circulation, Periodical circulation, Marchesano, Michael

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Anecdotes are poor research substitute

Article Abstract:

Marketing executives, like most people, have a tendency to generalize and use anecdotes when describing a particular situation. This tendency is especially evident in advertising, where unsubstantiated facts often pass for gospel truth without anyone realizing it. People should always keep in mind that there is no substitute for factual evidence and that generalizations should have basis.

Usage, Practice, Marketing executives, Anecdotes

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