Advertising is the non-

personal communication of
information usually paid for and
usually persuasive in nature about
products, services or ideas by
identified sponsors through the
various media.
 Functions
Stimulates demand.

Strengthens other promotion mi

elements.

Develops Brand preference.

Competitive Weapon.
 History of World
Advertising
1472 First advertisement

1704 First newspaper 1472

advertisement

1841 First advertising agency

1869 Oldest American advertising agency

Well known Advertising Companies

Ameredia
Arnold Worldwide
BBDO
Doyle Dane Bernbach
Goodby Silverstein & Partners
N.W. Ayer & Son
Ogilvy & Mather
Saatchi and Saatchi
Partnership Advertising
Wieden+Kennedy
J. Walter Thompson.
2016 Largest advertising industries in
terms of value and % growth
We are so busy
measuring public opinion
that we forget we can
mold it. We are so busy
listening to statistics that
we forget we can create
them.
n

Advertising agency
1949
Ned Doyle Maxwell Bill Bernbach
Dane
Y

Incorporation -1949
Headquarters - New York
Presence - 75 countries
Europe, Middle east &
Africa, Asia Pacific
Clients -1200
Employees -15,000+
Clients
 Client Servicing

In-house capabilities: Strategic Planning

Research and Analytics
Accounts & Project Manageme
Creative Services

Workflow: Define a Brand Conviction

Recognize the brand conviction
Provide clarity and direction
Create advertisements
Think Small
Volkswagen
If an ad looks just
like others, it will get
lost in the crowd.
The Bugs deep burrow into the
American psychec

From Europe to United States.

Selling an ugly car by the Nazis was a challenge.

Volkswagen campaign that featured the Beetle

In 1959, it sold for almost $1,000 less than the cheapest

American car. Even in 1968 it was still $300 cheaper than
the cheapest American car.

It sold 120,000 units in 1959. In 1967 it sold 430,000

units,
 Targeted Audience

Americans population (50% under the

age of 25 years old)

Reached the better-educated, mobile,

young, enthusiastic and optimistic
people.
 Volkswagens Competition
1960s:

Oldsmobiles headline was: Youve got to

drive it to believe it!
Chevrolet said: Filled with grace and great
new things.
Buick proclaimed: You make your
someday come true now.
Think SMALL
 Think SMALL Campaign
Highlighted the advantages of driving a
smaller car versus a larger car.

DDB portrayed the Beetle as honest, durable,

practical and cheap.

The Think Small campaign also stood out

for the use of television which had
penetrated 90% of American homes in mid-
sixties.
In the era of big,
Think Small
was huge!
 Thank You

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