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have a great impact on public awareness that couid not even be achieved by a massive amount of advertising.

Within the limits of their budget, marketers have to find the optimal Communications mix of advertisin'g, sales promotion, persona! selling, and publicity, without neglecting the other elements of the marketing mix_r i.e. the possibiiity of improving the product, lowering its price, or distributing it differently.

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Mechaniczny Sy A BALL NUT

A new idea for a bali nut was created by John Drakę of Drakę Manufacturing in Warren, Ohio. In an automobile, the bali nut uses a recirculating stream of bali bearings to transmit the rotation of the steering wheel to the steering mechanism. Conventional designs recirculate the balls through an external mechanism. Drake’s idea was to recirculate the balls internaliy. It would simplify the structure, making it cheaper to build and morę compact.

The only complication was that the very newness of the design presented a challenge in manufacturing it. Drake’s interna! recirculating bali nut has a unique design. For about two-thirds of a revolution, the thread is nearly identical to a conventional bali nut with bali bearings traveling along the grooves in the forward direction. When they reach the end of this section, the balls enter a reversing groove that transports them up and over the land of the screw. When the balls reach the opposite end of the reverse groove, they are directed down into the screw at the beginning of the forward groove to begin the cycle again.

Because of the novel design, however, engineers ran into a challenge in machining the area of the thread where its direction changes. Measures taken to overcome helical path interference produced such a complicated geometry that it was very difficult to define it mathematicaliy.

So the company hired a laser-scanning service bureau, GKS Inspection Services in Plymouth, Mich,, to execute a CAD model, GKS so!ved the problem by applying a combination of a CMM and a laser scanner. "Laser scanning helped us get the new bali nut defined by accurately measuring the geometry of our prototype so we couid establish dimensional limits," said James Vosmik, president of Drakę Manufacturing. According to Drakę Manufacturing, the new design offers considerable advantages over conventionai bali nut designs. It eliminates the need for additional components, such as a crossover insert or external recirculation tubes.

The simplicity leaves fewer possible points of failure. The company says that elimination of the external recirculation system makes a morę compact package and reduces friction losses. The simpliGtty of the new system also makes it less

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