Philosophy and Practices
MH&T functions on the basis of results-oriented marketing. Realistic goals are
set that are based on a situational analysis. The effectiveness of the marketing
effort is judged by achievement of the goals. Advertising to potential customers
is built around the research about market needs and how the product can fill
them. Rarely does a product or service exist that effectively serves all demands
of the marketplace. Research reveals which market niche is best served, and what
benefit appeals are likely to result in a sale. All communications feature a
product's unique differential advantages, expressed in terms of applied benefits.
Whenever possible, communications are coded for tracking purposes and have a
response mechanism. The very nature of results-oriented advertising allows for
the measurement of effectiveness. Continuing return-on-investment analysis guides
messages communicated, and media used. MH&T's staff experience in the marketplace
can be traced back over many successful years. This experience, combined with
tenacious research and careful planning, minimizes wasted efforts and funds.
Creative excellence that is guided by a comprehensive marketing plan makes sure
that the right messages reach the right people on a cost-effective basis.
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