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Technology Stocks : TAVA Technologies (TAVA-NASDAQ)

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To: c-man who wrote (9078)	1/19/1998 6:34:00 PM
From: C.K. Houston	Read Replies (2) of 31646

c-man, <Does anyone know if Topro is advertsing in these sorts of industry-specific magazines(power generating, factory-automation, etc) ? .... Full page ads come to mind, with of course a link in the ad to TOPRO's URL for futher explanation and contact information.> While at first glance this appears logical, it's a waste of money, c-man. To do this (while it would make TPRO stockholders happy) doesn't achieve much. Kinda like corporate "image" advertising. Warm fuzzies. PR and meaningful references in articles (financial & trade) are most effective. This is a complex message. TPRO's target audience is FORTUNE 500 (actually higher than 500 .. that's where the money is). People they wanna reach are Fortune 500 CEO's ... key decision makers ... and they're NOT the ones reading the trade publications (they're more apt to read financial publications)... their "underlings" are. Articles might be xeroxed to help present a case, with a cover memo ... not ads. Besides, from what I've been able to glean ... they ARE reaching the targeted CEO's. Bristol-Meyers is a good example. More to come. When I had my national marketing research firm ... the BIG clients were the most profitable. The smaller guys took up a lot of time and were less profitable (in spite of any discount given). Smaller guys had too many neophytes in middle-management who were more demanding with bigger learning curve. TPRO's doing it right. Cheryl P.S. What few people on this thread are aware of, is that I was one of the first women in advertising (with an international advertising agency) ... managing a multi-million dollar business computer account back in the early/mid-eighties ... before personal PC's. That VISA card that a lot of people are holding ... I was part of the advertising management team when it was first introduced back in the 70's. Guess that's why I stay on top of Y2K credit card problems/failures.

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