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Essay Subject: This paper studies ads from two manufacturers of volt cordless drills It answers questions ...... More...

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Paper Abstract: This paper studies ads from two manufacturers of 18 volt cordless drills. It answers questions based on the ads about target markets, assessing customer needs, design of ads, product differentiation, and marketing strategies. Paper Introduction: Thesis Two companies each selling cordless power drills in the sameedition of a magazine can and should use different approaches whendesigning their print advertisement to effectively reach their targetaudiences In each case the design of the ad is in keeping with themessage the advertiser is trying to deliver Makita sells power tools including cordless drills so does theMilwaukee Tool Company In the April May edition of MRO TodayMagazine both companies advertised their cordless drills Each companytook an entirely different approach to its Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. The needs or wants of Makita's target audience areaddressed through the mail in rebate program and the free tool belt. Makita is also sellingconvenience in the form of a carrying case for storing the drill, and toolbelt for carrying it. The 'tag line' at the bottom of this ad is also important to themessage. TheMilwaukee company is making this point: Once you have said Milwaukee powertools, there is nothing more to say. The Milwaukee ad includes this line: "Some guys only get to work withpens." There are a number of implications one could make from this singleline of text. In each case, the design of the ad is in keeping with themessage the advertiser is trying to deliver. In addition to the product itself, Milwaukee is selling it image; animage based on a reputation for building and selling powerful, reliablepower tools. It is selling a tool that can be trusted by a professional.In contrast, Makita is selling a versatile tool. One of themore interesting features of this ad is how small the drill is relative tothe size of the ad. Specifically, the Makita adcontains three different types of incentives intended to motivate buyers topurchase this brand of cordless drill. One gets theimpression that he might be working at home or in an office. This implies that thiscompany considers its product so superior that it feels sorry for peoplewho cannot afford to purchase this tool and who must settle for a drillthat is less powerful and less reliable - possible even the Makita 18-voltcordless drill. Specifically,Makita described the performance, durability, power, and battery life ofits product. The second isthat Milwaukee feels that it does not need gimmicks to sell its products.The understated nature of this print ad seems to suggest that if you are aprofessional, you already know about this product's features, functions andreputation so there is no reason to waste your time by elaborating on themin this ad. It seems apparentfrom the print ad that Milwaukee has made certain assumptions about thepeople viewing the ad. This is another indication that Milwaukeecontinues to stay on message. The intention is to show the Makita isoffering a complete solution for the maintenance professional. Another part of the Milwaukee ad states thatit is a shame that not all professionals will have the opportunity to use aMilwaukee cordless drill during their careers. This is a full page ad measuring 8" by 11" but theMakita drill shown in the foreground is only 2 ¼" by 2 ¼ ". On the other hand, the ad features the Makita drill with a largediameter auger type drill bit. It is also interesting to note what is missing in the Milwaukee adthat is so prominent in the Makita ad. The tag line reads: "Milwaukee, Nothing but Heavy Duty." Thisstatement suggests that this tool is rugged and intended for industrialrather than residential uses. Makita's target audiences for this cordless drill are price sensitiveprofessionals, as well as homeowners. In this ad, Makita offered three incentives to purchase its 18-volt cordless drill. In the case ofMakita, its print ad addressed the features of the product. The first assumption is that readers already knowthe Milwaukee brand of power tools by name and reputation. The ad is primarily in black. Each companytook an entirely different approach to its print advertising, as readerscan see at first glance of the two advertisements attached. The message that Milwaukee reinforces isthat their product sells itself. Thesis: Two companies each selling cordless power drills in the sameedition of a magazine can and should use different approaches whendesigning their print advertisement to effectively reach their targetaudiences. The implicationwould be this: If Makita can handle a project requiring a one inch drillbit, it is certainly capable of handling an ordinary project. Itseems that Milwaukee made a conscious decision not to compete for customersusing give-aways and gimmicks. Makita's ad shows the carrying case, the recharger, the stand, and adrill on the recharging stand. Specifically, it offered purchasers the opportunity toenter a sweepstakes in which the grand prize to be awarded would be a FordF-35 XLT 4x4 Crew Cab Truck. Another incentive to purchase the Makitadrill was a $4 mail in rebate on the drill. It seems improbable that Milwaukeewould be unaware of the cash rebate program, the sweepstakes program, andthe tool belt giveaway being offered by Makita, a direct competitor. Thus, the way the product Makita presentsthe ad suggests something about the power of the product itself. The ad does not express sadness about the fact that noteveryone can afford to purchase its products; it laments the fact that notevery professional will have the opportunity to use a hand tool thispowerful and reliable during their career. If you want the best, buy Milwaukee. In contrast, people using Milwaukee cordless drills feel thepower. He does notappear to be at a construction site, and the imagery of the ad suggeststhat Makita may be a good choice for the homeowner but not the constructionprofessional. Theneeds of professionals are addressed in the Milwaukee ad in less than 75words of text. One is that people who do not use Milwaukee power tools arelightweights. Milwaukee's target audience isserious professionals that want rugged, dependable tools they can count onat the worksite. In the April/May 2 4 edition of MRO TodayMagazine, both companies advertised their cordless drills. In contrast, the print ad for the Milwaukee drill involvesunderstatement and subtlety. Makita's ad featured a man in a white tee shirt using the Makita drillwith what appears to be a one-inch in diameter or larger auger drill bit.He appears to be about to drill a hole into paneling. The third incentive featuredin Makita's print ad was the offer of a free "heavy duty" tool belt andbags. Makita sells power tools including cordless drills; so does theMilwaukee Tool Company. The implication of this image is that aMakita cordless drill has the power to handle the big jobs. It also implies that price is not the reason that professionalsshould use to decide what brand and type of power tool to buy. The only colorin the ad is the red that appears on the drill itself. In contrast,the cordless drill featured in the second ad dominates the full-page adwith dimensions of 6 ½" by 4 ½". 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