American Marketing Association (AMA) Chicago, IL



Conducted reader profile studies for the AMA’s top 7 publications including Journal of Marketing, Journal of Marketing Research and Marketing News. Each study measured member satisfaction with the publication. Results were used to help refine editorial focus and generate ad revenue by using survey results as a tool to help sell advertising.


Designed and implemented unprecedented industry research to determine allocation of U.S. marketing budgets. Data was gathered through mail-in surveys. Final results were presented in 2 cover stories in Marketing News magazine and were distributed to the entire AMA membership. Comprehensive results were also published in a book and sold to AMA members.




Trade Show Bureau/Center for Exhibit Industry Research Association (CEIR),

Denver, CO and Chicago, IL



Designed, analyzed and published research summaries from the unprecedented, “Power Of Trade Shows” survey. Summaries were distributed to entire membership to encourage participation in attending and exhibiting at tradeshows.




American Management Association (AMA) New York, NY


Conducted mail survey of conference attendees to evaluate effectiveness of Association conferences. Survey results were packaged in a sales presentation, given by the AMA conference team, to generate sponsorships and exhibit sales.


Developed and conducted 100 in-depth telephone interviews to help identify and target locations for future Association conferences and exhibits.

Illuminating Engineering Society of North America (IESNA), New York, NY:



Conducted an online membership survey to assess the usefulness and reader involvement in the Society’s leading trade magazine, LD+A Magazine. Results will be used to guide future editorial content and refine the publication’s goals and objectives.




Business Marketing Association (BMA), Chicago, Illinois

McGraw-Hill Research, New York, NY

Conducted research to determine impact on sales of companies who maintain or increase advertising during an economic downturn versus those who decrease or stop advertising. An analysis of 600 industrial companies showed that business-to-business companies which maintained or increased their expenditures on advertising during a recession averaged significantly higher sales growth both during the recession and for the next three years than those that eliminated or decreased advertising.

Conclusion: Advertising contributes to significantly higher sales growth.

Companies that maintain or increase advertising during economic downturns outperform companies that rely more on cost containment. Aggressive advertising can help to strengthen and build a company’s customer base, steal business from less aggressive competitors—increasing market share, and position the company for significant growth during the recovery.


Published results in The Business-to-Business Marketer, BMA's electronic magazine of business-to-business marketing strategies and tactics. Survey highlights helped to educate marketing professionals on measuring the success of effective advertising campaigns during economic downturns.


Need more information?

Mr. Sheldon Wayman
The Wayman Group, Inc.