Masonry Magazine August 1978 Page. 24
Save Energy
BUILD A BETTER FIREPLACE or IMPROVE EXISTING FIREPLACES With CHIM-A-LATOR.
AIR-TIGHT CHIMNEY DAMPER
* Eliminate cold draft complaints
* Eliminate downdraft back-smoking
* Easy to install and operate
* Life time quality appliance for fireplace
AND
AIR-A-LATOR
FRESH AIR INTAKE
* Supplies outside air for complete combustion
* Eliminates need to open window
* Perks up dying fire
* Controls rate of burning
Write for free catalog
the CHIM-A-LATOR
(since 1969)
8824 Wentworth Avenue South-Minneapolis, Minnesota 55420
ANCHOR "Hy-Dump"
Low Charge 38" High Discharge 35" 12 cu. ft. capacity
Power Dump
Dealer Inquiries Invited
Designed especially to provide a low charging height and a high discharge height coupled with a power dump. A fast mixing machine capable of dumping into wheelbarrow, concrete buggy or mortar pump.
For information, phone (312) 247-2530 or write
ANCHOR MANUFACTURING CO.
2922 W. 26th St., Chicago, III. 60623
30 MASONRY/AUGUST, 1978
Advertisers' Index
LET THEM KNOW YOU SAW IT IN MASONRY
Anchor Manufacturing Co. 30
Automatic Devices, Inc. (Ryd-Up) 10
Bullard Abrasive Products, Inc. 5
Chim-A-Lator Co. 30
Clarklift of Alabama 21
Deal Products, Inc. 12
Essick Manufacturing Co., Div. of A-T-O, Inc. 12
Robert G. Evans Co. (Target) 9
International Masonry Institute 4th Cover
Kem-O-Kleen, Inc. 3rd Cover
Mayco Pump Corp. 12
Morgen Manufacturing Co. 2nd Cover
Patent Scaffolding Co. 6
Stone Construction Equipment, Inc. 28
Superior Fireplace Co. 24
United States Gypsum Co. 3
Williams Products, Inc. 29
This Index is published as a convenience to the reader. Every precaution is taken to make it accurate, but Masonry assumes no responsibilities for errors or omissions.
MARKETING AND MASONRY
continued from page 29
This involvement of a highly trained professional in the buying decision creates an unusual and challenging complication to handling marketing communications. It requires that the marketer educate and persuade members of a target audience which has as its basic reason for being a high level of technical competence. In this setting, the marketer must be extremely careful not to talk down to or vulgarize, not to patronize, not to question the expertise of a professional in his own area of competence, know-how and advice. One of the most effective communications strategies used in this type of work is that which emphasizes the joint professional concern shared by the marketer and advisor.
Once again, harking back to our medical analogy, most pharmaceutical advertising does not attempt to teach medicine to the doctor but attempts to provide worthwhile new information in a language and context that reflects the fact he is a practicing authority in that field. We should never underestimate the difficulty of this type of sales communication and always be alert to the professional quality of the message, its basic integrity, and the tone which should represent a dialogue between two highly qualified professional entities. Architectural and engineering advertising is not ordinarily advertising. It's professional communication from one expert to another- using paid space.
To be concluded in the September issue of MASONRY.