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and Williamson Tobacco Corporation. Brown and Williamson sponsored a cruise on the Ohio river aboard the Belle of Louisville, that all said was both "elegant and joyous."

Now if we can only get the word out to the market developers and increase our membership, we can look forward to a glorious conference in Los Angeles next year," Mr. Taylor concluded. ☐

BATEMAN ELECTED NAMD PRESIDENT

[[image - President-Elect Michael A. Bateman]]

Michael Bateman was voted President-Elect of the National Association of Market Developers during their National Convention held in May (1983) at the Seelbach Hotel in Louisville, Kentucky.

Bateman, 31, is Manager of Minority Affairs at Brown and Williamson and has been a member of NAMD since 1979. He says his main goal as president-elect will be to "get the association known as a little more than it is now."

"We are always interested in new members and I feel this association will not only help people in marketing but it will also benefit minority communities."

The membership of NAMD consists of 750 persons who are involved in market research, sales, sales administration, public relations and community affairs. According to Bateman, most of the members work for larger corporations and deal with the Black community. He adds that there are "independent business owners and entrepreneurs who also belong to NAMD."

Michael Bateman received his undergraduate degree from the University of Louisville and his graduate degree from Northwestern University. He is married to Stephanie Bateman and they have an eight-month-old son, John Michael Patrick.

President-Elect Bateman succeeds LeBaron Taylor (Vice President, General Manager Divisional Affairs, CBS Records) and will be installed at next year's convention. ☐

YOU CAN BE SUCCESSFUL, BLACK MBA'S TOLD

Despite the littany of problems now plaguing American business, the Black MBA can survive "and prosper in our changing environment if he or she will come to terms with change," a group of Black MBAs were advised recently.

Shepard A. Pollack, president and chief operating officer of Philip Morris, U.S.A, told members of the National Black MBA Association the "diseases" ascribed to American management "are not terminal."

He said, "In my view, they are remarkably similar to adolescence - usually awkward, frequently painful, but normally survived."

CREATIVITY THRU PEOPLE AND PRODUCTS

In noting some of the problems facing American management, Mr. Pollack said he was critical of many universities that confer the MBA degree because they train people to "cheer the creativity of the latest management gimmick, and to forget all about creativity in the basic aspects of business - most especially people and products."

He said that "the real world lives for - and rewards - the better mousetrap - followed by the better mouse."

The Philip Morris executive said that a major problem with the way universities train MBAs is that graduates are taught to "assume that someone else will come up with the ideas, and typically, if someone does, you analyze them to death."

He said, "There is nothing wrong with analysis, but too often it becomes an excuse for paralysis."

Mr. Pollack told Black MBAs that "the quality of leadership" at Philip Morris is what gets the "creative juices" flowing there. While it cannot be taught, he noted, "you can be taught to value it, to aspire to it, to realize that it is usually the critical difference between long-term success and long-term failure."

WINNERS RUN FASTER
AND LONGER

Mr. Pollack said that, in the future, business in America will place the Black MBA in a new setting, "different from the situation that attracted you to business school, and different from traditional views."

He said, "The winners will run faster and longer, and will be both more hungry and more realistic than the losers."

Stanley S. Scott, vice president for Public Affairs for Phillip Morris, U.S.A., said, "I suspect the Black MBAs were both surprised and appreciative that Shep Pollack was so honest and up front about the need for imagination, creativity and hard work." ☐

[[image]]
Jacqui Burch, Corporate Relations Manager for PepsiCo presents $25,000 donation to Dean Sybil Mobley for Florida A&M's School of Business and Industry. The occasion also marked Dean Mobley receiving from President Frankie Gillette the 1983 National Achievement Award from NANBPW.

HELPFUL FUNDRAISING HINTS
(Editor's Note: This article was excerpted from XXI EXTENSIONS, Volume 1, No. 2, Spring 1983. A Twenty-First Century publication focusing on organizations serving in the black community.)

Often market developers are called upon to participate in fundraising activities of social and service organizations in their communities. In the Black community, fundraising has particular variables that need consideration.

Carolyn Jones, Executive Vice-President of Mingo-Jones Advertising in New York, suggests that non-profit organizations consider going for media exposure through paid advertising because it is affordable, for example, in radio. Whether an organization decides to combine paid advertising with public service announcements (which is free exposure), Jones cautioned that materials must "look and read well, and be impactful"

In planning a media campaign, Jones cited several elements that should be defined: what you are selling - define the organization or event in very careful terms; to whom are you selling - knowing who you want to reach helps you choose the appropriate media and helps you write to a specific audience; when you are going to do this - if you are image building the time span is longer, but if it is an event you have to schedule it; how you are going to sell determines what tools to use.

Some other critical things Ms. Jones recommended were to know the language of media in order to communicate with media people, break down the boredom barrier in your copy to get people's attention; and try to get companies, national and local, to pay for your advertising by approaching companies that are involved in activities that your organization's activities tie into.

Speaking from the viewpoint of the magazine industry, Essence Magazine publisher Edward Lewis advised people to research the audience and the issues addressed in the magazine to determine if you issue is one that might be considered. Essence, he said, is devoted to the "aspirations, needs, intelligence and beauty of Black women." In the magazine industry issues are worked on three months in advance of the publishing date. Lewis explained. With regard to that, you can tell Essence, for example, and get a year's schedule of what editorial subjects the magazine will address monthly.

Concerning public relations ads, Lewis said they should be "grabbers". He also noted that often a public relations ad has a chance of getting in the magazine when a paying advertiser drops out and the space needs to be filled.

The first point that C. Gerald Fraser Cultural News reporter at the New York Times, made was to "look at the obituary and 'brides' section of newspapers to determine if that publication is trying to appeal to you." Quoting A.J. Liebling, the dean of American journalism, "The freedom of the press applies only to those who own one." Fraser commented that he and other reporters are in the position of having to do as told - meaning he can't always do what an organization or person would like him to do.

Another point raised was that media is a very personal business so there is a need to develop personal relationships with individuals at media outlets. Fraser also advises that "like organizations should join together in their publicity and public relations efforts to afford the cost." ☐


The 31st National Convention of the National Association of Market Developers will be held at the SHERATON GRANDE Hotel, Los Angeles, California, from May 18 to 24,1984,

LOS ANGELES, CALIFORNIA, MAY 18 to 24, 1984

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