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The Facilities, Mechanical, Electrical Resource Center


August 1, 2003
Editor: Thomas Yoon

Publisher: Facworld Ezine


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Publisher's Note 

Hi there,

As man learns to make machines that no longer rely on animal 
or human power, he finds that he has to develop some means to 
manage and control them. Powerful machines let loosed by 
themselves will create havoc and destruction.

Control systems have been developed for machines or processes 
so as to reduce the chances of failure and to provide the 
required results.

Basically, there are open loop control systems and close loop 
control systems.

Open loop systems are those where the controller action is not 
related to the final result. This means that there is no 
feedback to the controller to adjust the control action. A 
simple example is when you fill up a tank using a garden hose. 
As long as the tap is opened, the water will flow. The height 
of the water in the tank will not make the tap close.

However, when you see the tank becoming full and decide to 
close the tap, you are adding the element of feedback to the 
loop. It then becomes a closed loop. But it is a human 
controlled closed loop.

Closed loop systems use feedback from the final result to 
adjust the control action accordingly. 

But how would you like to stand in one position, watch the 
process going on and operate valves, or switches according to 
the conditions you want? This is very tiring, isn't it? 

Moreover, human beings are prone to fatigue, boredom, and 
misjudgment. Manual control works very well only if the speed 
of the response is very slow, and the result is not very 
critical or important. Human controlled systems can become 
very unreliable.

Machines are made to replace humans in most control systems 

The basic feature of any control system consists of 4 elements. 
These are the measuring element, the controlling element, the 
set value, and the correcting element.

The measuring element provides a means of detection/measurement 
of the conditions required. This is the "eyes" or "ears" (or 
other senses) of the system. 

The controlling element is the place where all the decisions on 
what actions to take are being made. It can be considered the 
"brains" of the system. It must make decisions based on certain 
guidelines or values required. The set values are inputted into 
the system by humans. 

The correcting element is where the correction to the process 
is done. It can be considered like the "hands" or "feet" of the 
system. It must take certain physical actions to bring the 
processes back to the set value.

Well folks, be in control!

Until next time…

Thomas Yoon
Editor, Facworld Ezine
More information can be obtained at


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Brand Recognition
By Bob Osgoodby

Most of your larger companies have recognized the value of brand
recognition. McDonalds has their arches, Goodyear has its blimp
and AOL has its distinctive pyramid.

While many people maintain that the Internet creates a level
playing field with the larger companies, brand recognition is
often overlooked. Larger companies do the majority of their
advertising offline. Sure, they will reference their web sites
in their ads, but are not completely dependant on web

Net based entrepreneurs must also create this brand recognition
if they hope to succeed. This can be done in a number of ways.
Many people who have local businesses, can promote their web site
with their web address on their letter head or business card, but
these are not the people we're talking about here. To them, the
web site is simply an offshoot of their existing "brick and
mortar" business.

We're referring to people trying to compete on the national
or international level. There are a number of companies that have
done this. Remember the old "Cookie Cutter". Their "dumb little
ad" is their brand recognition. Anyone who has been around the
web for awhile would have immediately recognized their ads. But
this may be a case where the brand recognition worked against
you. Many people adopt a "been there - seen that" attitude and
immediately "click on by".

So what do you do to try to achieve your brand recognition?
First - a consistency of ad copy will go a long way. It is
suggested by most advertising gurus that it takes 5 to 7
exposures to an ad before someone may look further. If you change
your ad copy every time you post it, people will not identify
with your ad.

If you use the same ad in many different places, people will
start to identify with your ad, and may ultimately take a further
look. But that of course raises a dilemma. How do you know if
you have a good ad that will draw, or one that needs to be
changed? Experimentation is the key here. See which ads
immediately get your attention and try to model your ads after

Keith Maurer, an Independent Marketing Executive for FreeLife
<> has broken the code. He runs several ads
in different Newsletters and hosts a weekly health column by Dr.
Earl Mindell. Not only does he get exposure with the ads, but
has a very low key plug at the end of each of Dr.Mindell's

His "brand recognition" is his association with Dr. Mindell.
People will begin to identify with his ad, and after seeing it a
number of times, and in different places, will usually
investigate further.

After identifying a "killer ad", the smart merchant then carries
that same theme through to their web site. Again, consistency is
the key here.

While you may not have your arches, or own a blimp, your brand
recognition is no less important than it is to the "big guys".
Unquestionably, it is one of the more important thing you should
try to attain.

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Contact Information 

Thomas Yoon, Publisher/Editor
4186 Bagan Luar Road
12000 Butterworth

Contact me at

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