Business Management

Writing Attention-Getting Advertising Headlines

September 7, 2009
In his book, Confessions of an Advertising Man, noted ad expert David Ogilvy wrote, “The headline is the most important element in most advertisements.” To get the most out of your advertising dollars, you must make sure you give extra special attention to your headline.
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Ricci v. DeStefano: Sotomayor's Headache or Yours?

August 24, 2009
In her confirmation hearings, perhaps no part of Sonia Sotomayor’s judicial work received more attention than her opinion in Ricci v. DeStefano. This case illustrates the problems employers face in trying to make employment decisions without running afoul of Title VII - the law prohibiting employment discrimination.
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Finding the Reasons an HVAC System Malfunctions Shows How to Improve Employee Job Performance

August 10, 2009
A fundamental truth that applies to improving employee job performance is that the degree of success improving any outcome, including the functioning of an HVAC system and employee job performance, is determined by whether all relevant interventions are used to achieve the desired improvement.
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Getting to Know GINA - The Genetic Information Nondiscrimination Act

July 20, 2009
It may sound like the plot from a science fiction movie - through genetic testing, someone finds out she may develop a serious disease, her company finds out and fires her, and she can’t get health insurance because of this future health risk. Congress, though, took steps to ensure this scenario does not become reality.
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Advertising Requires Frequency and Continuity

July 6, 2009
The memory of consumers is short. Your customers and prospects will not remember an advertising message that they see or hear just once or twice. The message has to be repeated. For advertising to be successful, your message has to have sufficient frequency and continuity.
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Laying Off Employees? Don't Get Bit by Recent Changes to COBRA

June 22, 2009
The changes to COBRA provide an employee with a subsidy from the government that covers 65 percent of the cost of COBRA health insurance coverage. The subsidy is a nice idea. But as always, the government decided to create a bunch of new administrative red tape for employers to deal with.
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Developing an Advertising Strategy

June 8, 2009
Before developing your advertising, you need to think about and develop a strategy. What is it that you want to accomplish? Just as you develop an overall marketing plan, you need to develop an advertising plan of attack. Once you formulate a winning strategy, you can employ it for years to produce effective advertising.
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Lilly Ledbetter: Wait, That Happened How Long Ago?

May 18, 2009
Trivia question: What was the first law that President Obama signed into law after being elected? Answer: President Obama’s first act upon taking office was to sign the Lilly Ledbetter Fair Pay Act of 2009. Although it hasn’t received much fanfare, the ramifications of the Act are only now starting to be understood.
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Take Advantage of Publicity

May 4, 2009
Advertising is only one way to get your message out to customers and prospects. Be sure to use all the marketing tools at your disposal. For a low-cost way to promote your HVACR business, take advantage of publicity opportunities.
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New Law Eliminates Employers' Best Defense to ADA Claims

April 20, 2009
Why do you need to worry about recent changes to the Americans with Disabilities Act (ADA)? If you answered, “Because I’m going to start losing lawsuits,” you would be right. In a nutshell, the amendments expand the definition of disability and broaden the number of employees who will be covered by it.
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2014 MCAA Annual Convention

Scenes from the 2014 MCAA Annual Convention in Scottsdale, Ariz.


Kyle Gargaro, editor-in-chief of The NEWS, hosted the 2014 ACCA CEO Forum. At the event, six well-known, highly respected company executives, Gary Michel, Ingersoll Rand/Trane; Chris Nelson, Carrier Corp.; Chris Peel, Rheem Mfg. Co.; Rod Rushing, Johnson Controls; Brent Schroeder, Emerson Climate Technologies; and Doug Young, Lennox; provided individual industry outlooks and fielded questions directly from attending contractors. Listen to the entire event on the NEWSMakers podcast. Posted on April 14.

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2014 National Plumbing & HVAC Estimator

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