a dead end? The discovery of a single major sale resulting from an inquiry can do more than anything else to demonstrate the value of your advertising. 3 Relate inquiries to the media that produced them. This can help you fine-tune your media selection. By doing this, one manufacturer was able to reduce his advertising budget by 25 per cent. An effective strategy in business advertising is to show the reader how he can calculate the money your product would save him. This advertisement got the highest readership everywhere it ran, and brought hundreds of requests for reprints. Click here for hi-res image and text. Advertising to top management Many business purchases require approval from top management as well as the purchasing agent. Top managers may not respond to, or even understand, the details that are important to the specifiers. They are only interested in the broad benefits – particularly cost savings. It sometimes pays to run separate campaigns – one addressed to top management, the other to the specialists who read trade publications.