Have the “big boys with tough toys” ads had their day? : It’s time to get “touchy feely” with trades‐people

Abstract

Four wheel‐drive trucks splash through swollen rivers, crunch through gravel and roll effortlessly across rutted terrain. Rugged men with designer stubble cut like butter through rock‐hard surfaces using the latest in power tools, while balancing nonchalantly on I‐beams 15 storeys up. We have all seen the adverts, but whom do they target?

Citation

(2004), "Have the “big boys with tough toys” ads had their day? : It’s time to get “touchy feely” with trades‐people", Strategic Direction, Vol. 20 No. 1, pp. 16-17. https://doi.org/10.1108/02580540410510483