New Holland Ad Campaign to be Featured in Collegiate Marketing Text Book

New Holland Construction’s “Built to Work” print advertisement for skid-steer loaders was chosen to be featured in the upcoming 15th edition of the college textbook “Marketing” by Pride and Ferrell, published by Cengage Learning.

The textbook, for college business students, illustrates best practices in how companies use marketing in today’s global environment through 200 ads from well-respected North American and international companies. The featured ads were selected for their high quality and their suitability as positive examples of marketing.

The New Holland Construction ad was chosen to illustrate effective marketing for a business product, where “the functional aspects […] are more important than the psychological rewards sometimes associated with consumer products.” The “Built to Work” ad focuses on the product’s benefits to customers, highlighting the skid-steer loader’s all-around visibility, excellent reach, lift capacity, fast cycle times and versatility, which translate into higher productivity and profitability.

Cengage Learning is a leading provider of print and digital information services for the educational and library reference markets.