Post on 06-Apr-2018
8/3/2019 Final Copy Dhawal
1/36
8/3/2019 Final Copy Dhawal
2/36
Impact Of Advert ising OnInternational Ma rke ting
Presented To: - PROF. GAYATRI BHOIR
By
S.Y.BMS GROUPDIV. A
PATKAR COLLEGE
2
8/3/2019 Final Copy Dhawal
3/36
Preface
Th is report on Impact of Advertising is prepared in fulfillment of
presentation in t h e International Marketing subject.
We present t h is report to Prof. Gayatri B h oir w h o h as h elped us in
understanding t h is subject t h roug h a practical approac h . Sh e h as
guided us t h roug h th e preparation of t h is project and for t h is we are
grateful to her. We have prepared this report after a thorough
researc h and analysis of t h e topic. We would like to t h ank all t h ose
wh o h elped us make t h is project report wort h wh ile .
3
8/3/2019 Final Copy Dhawal
4/36
INDEX
S r.Topic
No1
2
3
4
5
67
8
9
10
11
12
13
14
15
International Marketing: A global marketplaceAdvertising and its milestones A dvertising planConsumer and Market analysisMarketing PlanAdvertising communication systemMedia strategy & tacticsInternational Advertising conceptBrand ambassadorsImpact of advertising on sales: Hero Honda A genciesFact fileAdvertising expenditureT op 10 advertising companiesFactors affecting advertising
Pg. No.
45789
10111 2141819
20212223
International Marketing: A Global Marketplace
T rade is increasingly global in scope today. Th ere are several reasons for
this. One significant reason is technologicalbecause of improved
transportation and communication opportunities today, trade is now more
practical.Th
us, consumers and businesses nowh
ave access to th
e very bestproducts from many different countries. Increasingly rapid technology
lifecycles also increases t h e competition among countries as to w h o can
produce t h e newest in tec h nology. In part to accommodate t h ese realities,
countries in t h e last several decades h ave taken increasing steps to promote
global trade t h roug h agreements suc h as t h e General T reaty on T rade and
Tariffs, and trade organizations such as the World Trade Organization
5
8/3/2019 Final Copy Dhawal
5/36
(WT O), Nort h American Free T rade Agreement ( NAF TA), and t h e European
Union (E U).
S ome forces in international trade .
T rade between countries is beneficial because t h ese countries differ in
th eir relative economic strengt h ssome h ave more advanced tec h nology
and some h ave lower costs. Products tend to be adopted more quickly in t h e
United States and Japan, for example, so once t h e demand for a product (say,
VCRs) is in t h e decline in t h ese markets, an increasing market potentialmight exist in other countries (e.g., Europe and the rest of A sia ).
Internalization/transaction costs refers to t h e fact t h at developing certain very
large scale projects, suc h as an automobile intended for t h e World market,
may entail suc h large costs t h at t h ese must be spread over several countries.
Advertising
Advertising is a persuasive communication attempt to c h ange or reinforce
ones prior attitude t h at is predictable of future be h avior.
Historical Milestones In Advertising
A dvertising goes back to the very beginnings of recorded history.
Arch aeologists working in t h e countries around t h e Mediterranean sea h ave
dug up signs announcing various events and offers. A n early form of
advertising was t h e town crier. Anot h er early advertising form was t h e mark
th at trades people placed on t h eir goods, suc h as pottery. As t h e persons
reputation spread by word of mout h , buyers began to look for h is special
mark, just as trademarks and brand names are used today. As production
became more centralized and markets became more distant, t h e mark became
6
8/3/2019 Final Copy Dhawal
6/36
INDEX
S r.Topic
No1
2
3
4
5
67
8
9
10
11
12
13
14
15
International Marketing: A global marketplaceAdvertising and its milestones A dvertising planConsumer and Market analysisMarketing PlanAdvertising communication systemMedia strategy & tacticsInternational Advertising conceptBrand ambassadorsImpact of advertising on sales: Hero Honda A genciesFact fileAdvertising expenditureT op 10 advertising companiesFactors affecting advertising
Pg. No.
45789
10111 2141819
20212223
International Marketing: A Global Marketplace
T rade is increasingly global in scope today. Th ere are several reasons for
this. One significant reason is technologicalbecause of improved
transportation and communication opportunities today, trade is now more
practical.Th
us, consumers and businesses nowh
ave access to th
e very bestproducts from many different countries. Increasingly rapid technology
lifecycles also increases t h e competition among countries as to w h o can
produce t h e newest in tec h nology. In part to accommodate t h ese realities,
countries in t h e last several decades h ave taken increasing steps to promote
global trade t h roug h agreements suc h as t h e General T reaty on T rade and
Tariffs, and trade organizations such as the World Trade Organization
5
8/3/2019 Final Copy Dhawal
7/36
(WT O), Nort h American Free T rade Agreement ( NAF TA), and t h e European
Union (E U).
S ome forces in international trade .
T rade between countries is beneficial because t h ese countries differ in
th eir relative economic strengt h ssome h ave more advanced tec h nology
and some h ave lower costs. Products tend to be adopted more quickly in t h e
United States and Japan, for example, so once t h e demand for a product (say,
VCRs) is in th
e decline in th
ese markets, an increasing market potentialmight exist in other countries (e.g., Europe and the rest of A sia ).
Internalization/transaction costs refers to t h e fact t h at developing certain very
large scale projects, suc h as an automobile intended for t h e World market,
may entail suc h large costs t h at t h ese must be spread over several countries.
Advertising
Advertising is a persuasive communication attempt to c h ange or reinforce
ones prior attitude t h at is predictable of future be h avior.
Historical Milestones In Advertising
A dvertising goes back to the very beginnings of recorded history.
Arch aeologists working in t h e countries around t h e Mediterranean sea h ave
dug up signs announcing various events and offers. A n early form of
advertising was t h e town crier. Anot h er early advertising form was t h e mark
th at trades people placed on t h eir goods, suc h as pottery. As t h e persons
reputation spread by word of mout h , buyers began to look for h is special
mark, just as trademarks and brand names are used today. As production
became more centralized and markets became more distant, t h e mark became
6
8/3/2019 Final Copy Dhawal
8/36
more important. Th e turning point in t h e h istory of advertising came in h e
year 1450 wh en Jo h ann Gutenberg invented t h e printing press. Advertising
no longer h ad to produce extra copies of a sign by h and. Th e first printed
advertisement in t h e Englis h language appeared in 1478 . In 1 622,
advertising got a big boost wit h th e launc h ing of t h e first Englis h newspaper,
Th e Weekly News. Advertising h ad its greatest growt h in th e United States.
Ben Franklin h as been called t h e fat h er of American advertising because h is
Gazette, first publis h ed in 1729 ,h ad th e largest circulation and advertising
volume of any paper in colonial America. Th e invention of radio and, later,television created two more amazing media for t h e spread of advertising.
7
8/3/2019 Final Copy Dhawal
9/36
Advertising's Two Important Virtues
You have complete control. Unlike public relations efforts, youdetermine exactly where, when and how often your message will
appear, how it will look, and what it will say. You can target your
audience more readily and aim at very specific geograp h ic areas.
You can be consistent, presenting your company's image and sales
message repeatedly to build awareness and trust. A distinctive identity
will eventually become clearly associated wit h your company, likeMcDonald's golden arc h es. Customers will recognize you quickly and
easily - in ads, mailers, packaging or signs - if you present yourself
consistently.
Wh at Advertising Can Do For Your Business
Remind customers and prospects about t h e benefits of your product or
service
Establis h and maintain your distinct identity
En h ance your reputation
Encourage existing customers to buy more of w h at you sell
Attract new customers and replace lost ones
Slowly build sales to boost your bottom linePromote business to customers, investors
8
8/3/2019 Final Copy Dhawal
10/36
Advertising Plan
Th e manager needs to engage in situation analysis wit h respect to t h e
market conditions that are operating at the time and to assess theconsumer/market, competitive, facilitating agency, and social legal, and
global factors t h at will affect decision making and t h e development of t h e
plan. It is vital t h at t h e advertising plan be developed so as to mes h with and
support t h e various components of t h e marketing and communications mix
such as personal selling, pricing, public relation, and promotion. The
advertising manager also needs to know the major areas of his or her planning and decision-making responsibilities.
Th ere are t h ree areas of major importance:
Objective And Target Selection,
C onsideration,
Message Strategy And Tactics,
Media Strategy And Tactics.
9
8/3/2019 Final Copy Dhawal
11/36
Consumer and Market Analysis
A situation analysis often begins by looking at t h e aggregate market
for t h e product, service, or cause being advertised: t h e size of t h e market, itsgrowt h rate, seasonality, geograp h ical distribution; t h e possible existence of
different segments; and trends in all of these aggregate market
ch aracteristics.
Competitive Analysis
A dvertising planning and decision-making are heavily affected bycompetition and t h e competitive situation t h e advertiser faces. Competition is
such a pervasive factor t h at it will occur as a consideration in all p h ases of
the advertising planning and decision-making process. A type of market
structure analysis t h at involves t h e development of perceptual maps of a
market, for example, attempts to locate t h e relative perceptual positions of
competitive brands.
Situation analysis s h ould usually include an analysis of w h at current
sh are t h e brand now h as, w h at s h ares its competitors h ave, trends in t h ese
sh ares, reasons for t h ese trends, w h at s h are of a market is possible for t h e
brand, and from which competitors an increase in share will come. The
planner also h as to be aware of t h e relative strengt h s and weaknesses
financial, production, and marketing of t h e different competing companies,
and t h e h istory of competitive moves and objectives in t h e product category.
10
8/3/2019 Final Copy Dhawal
12/36
The Marketing Plan
Advertising planning and decision making take place in t h e context of
an overall marketing plan. The marketing plan includes planning,
implementation, and control functions for t h e total corporation or a particular
decision-making unit or product line. The marketing plan will include a
statement of marketing objectives and will spell out particular strategies and
tactics to reac h th ose objectives. Th e marketing objectives s h ould identify
th e segments to be served by t h e organization and h ow it is going to serve
th em. Th e needs and wants of consumers on w h ich th e firm will concentrate,
such as th e needs of working men and women for easily prepared meals, are
identified and analyzed in a marketing plan.
There are several marketing tools that can be used to help an
organization ac h ieve its marketing objectives. Most people are familiar wit h
the 4 Ps the marketing mix which includes product, price, place, and
promotion. A marketing plan formulates t h e strategy and tactics for eac h of
these.
11
8/3/2019 Final Copy Dhawal
13/36
Advertising Communication S ystem
Advertising communication always involves a perception process and
four of the elements shown in the model: the source, a message, a
communication channel, and a receiver. In addition, the receiver will
sometimes become a source of information by talking to friends or
associates. This type of communication is termed word-of-mouth
communication, and it involves social interactions between two or more
people and the important ideas of group influence and the diffusion of
information.
An advertising message can h ave a variety of effects upon t h e receiver. It can
Create awareness
Communicate information about attributes and benefits
Develop or c h ange an image or personality
Associate a brand wit h feelings and emotions
Create group norms
Precipitate behavior
1 2
8/3/2019 Final Copy Dhawal
14/36
Message S trategy and Tactics
Th e actual development of an advertising campaign involves several
distinct steps. First, the advertising manager must decide what the
advertising is meant to communicate by way of benefits, feeling, brand
personality, or action content. Once t h e content of t h e campaign h as been
decided, decisions must be made on t h e best and most effective ways to
communicate t h at content.
Media Strategy
Alth oug h th ere are many rules of t h umb often used to decide h ow
muc h money to spend on advertising, t h e soundest rules involve beginning
with a detailed specification of what a corporation is attempting to
accomplis h with advertising, and t h e resources necessary. It is only w h en t h e job to be done is well specified t h at t h e amount and nature of t h e effort t h e
amount of money to be invested in advertising can be really determined
13
8/3/2019 Final Copy Dhawal
15/36
International advertising
It entails dissemination of a commercial message to target audiences
in more t h an one country. T arget audiences differ from country to country in
terms of h ow t h ey perceive or interpret symbols or stimuli, respond to h umor
or emotional appeals, as well as in levels of literacy and languages spoken.
How t h e advertising function is organized also varies.
International advertising can, therefore, be viewed as a
communication process t h at takes place in multiple cultures t h at differ in
terms of values, communication styles, and consumption patterns.
International advertising is also a business activity involving advertisers and
th e advertising agencies t h at create ads and buy media in different countries.
The sum total of these activities constitutes a worldwide industry that is
growing in importance. International advertising is also a major force t h at
bot h reflects social values, and propagates certain values worldwide.
T h e Communication Process
Th e process of communication in international markets involves a
number of steps. First, t h e advertiser determines t h e appropriate message for
th e target audience. Next, t h e message is encoded so t h at it will be clearly
understood in different cultural contexts. Th e message is t h en sent t h roug h
media c h annels to t h e audience w h o th en decodes and reacts to t h e message.
A t each stage in the process, cultural barriers may hamper effective
transmission of t h e message and result in miscommunication.
14
8/3/2019 Final Copy Dhawal
16/36
International Advertising as a Business Practice
International advertising can also be viewed as a business
activity t h roug h wh ich a firm attempts to inform target audiences in multiple
countries about itself and its product or service offerings. In some cases t h e
advertising message relates to t h e firm and its activities, i.e. its corporate
image. In ot h er cases, t h e message relates to a specific product or service
marketed by the firm. In either case, the firm will use the services of an
advertising agency to determine t h e appropriate message, advertising copy
and make t h e media placement.
15
8/3/2019 Final Copy Dhawal
17/36
Brand Ambassadors: their effect on International Marketing and
advertising
S oft drinks, chocolates, biscuits, paints, cars, tyres, scooters, suiting,
footwear, watc h es, pens, h air oil, insurance packages, diamonds, p h oto films
... Th e list could goes on. It appears t h at, of late, corporate India does not
want to sell anyt h ing to t h e consumer wit h out using eit h er a movie star or a
sports h ero. Th is in itself is an important advertising strategy for majority of
th e companies.
So, w h en Cadbury India wanted
to restore
in
the
its
consumer's
chocolateconfidence
brands following the high-pitchworms controversy, t h e company
appointed Amitab h Bac h ch an for
the job.
1 6
8/3/2019 Final Copy Dhawal
18/36
Last year, w h en t h e even more controversial pesticide issue s h ook up
Coca-Cola and PepsiCo and resulted in muc h negative press, bot h soft drink
majors put out h igh -profile damage control ad films featuring t h eir best andmost expensive celebrities.
Wh ile Aamir K h an led t h e Coke fig h tback as an ingenious and fastidious
Bengali w h o finally gets convinced of t h e product's `purity,' PepsiCo broug h t
Sh ah Ruk h K h an and Sac h in Tendulkar toget h er once again in a television
commercial w h ich drew references to t h e `safety' of t h e product indirectly.
The success that the A amir Khan commercial brought C oca- C ola is
universally acknowledged. A
creation
National
of Prasoon Joshi,C reative Director,
McC ann-Erickson, and the ad
has been exported to foreignmarkets as well. Th us it proved
beneficial for international
marketing of t h e product.
17
8/3/2019 Final Copy Dhawal
19/36
T h e Tata Group h as some of India's most famous personalities from t h e
sports and entertainment fields endorsing its products and services, and t h e
18
8/3/2019 Final Copy Dhawal
20/36
T ata brand like Narain Kart h ikeyan, Sourav Ganguly and Irfan Pat h an, Sania
Mirza, Naseeruddin S h ah and Aamir K h an w h o h ave greatly contributed to
th e success if Tatas products and services.
Hig h est Earning Celebrities
1 . A mitabh Bachchan
2. S achin Tendulkar
3 . Narain Karthikeyan
4 . S hahrukh Khan
5 . A amir Khan
6. A ishwarya Rai
7 . Rahul Dravid
8 . S aif A li Khan
9 . S aurav Ganguly
10 .S ania Mirza
19
8/3/2019 Final Copy Dhawal
21/36
Impact Of Advertising On S ales
HERO HONDA
S ales Performance
Dec'04DomesticExports
2252505501
Dec'05238822
6282
Apr'04-
Dec'041892540
43441
Apr'05-
Dec'052155479
72815
Th e Hero Honda Company ac h ieved a solid growt h of 35% as compared
with sales recorded during January 2005 .
Th e cumulative sales of t h e company for t h e period April 2003 - January
2004 are 16 ,73 ,421 motorcycles, a notable jump from 14 ,27 ,052 units sales
ach ieved during t h e corresponding period last year (April 2002 -January
2005 ). Th is reflects a growt h of 17% in th e cumulative sales of t h e company
owing to its advertising strategies.
20
8/3/2019 Final Copy Dhawal
22/36
Facilitating Agencies
Anot h er external factor involves t h e agencies t h at facilitate advertisingand provide t h e means to advertise. From a situation analysis viewpoint, t h e
advertiser basically needs to know w h at kind of facilitating agencies exist
and t h e nature of t h e services t h ey can provide. From a planning viewpoint,
much local advertising, for example, is done without the services of an
advertising agency or a researc h supplier. A national advertiser, on t h e ot h er
hand, may have under contract many different agencies and researchsuppliers, eac h serving one or more brands in a product line made up of
several products.
Many advertising decisions involve c h oices among facilitating
agency alternatives. W h at advertising agency s h ould be c h osen? W h at media
sh ould be used? W h at copy-testing supplier will be best for our particular
situation? Concerning t h e question for agency selection, for example, Cagley
and Roberts found that the people factor tends to dominate in agency
selection. C haracteristics such as the quality of personnel, reputation,
integrity, mutual understanding, interpersonal compatibility, and synergism
were very important.
21
8/3/2019 Final Copy Dhawal
23/36
Fact file
Th e majority of large advertising agencies are h eadquartered in t h eUS . Of the ten largest advertising agency groups, seven areh eadquartered in t h e US, and one eac h in th e UK, France and Japan,
alth oug h WPP, t h e Britis h agency h olding company, is made up of two
large US-based agencies.
Wit h th e exception of Dentsu, t h e Japanese agency, most ot h er agencynetworks generate t h e majority of t h eir revenues outside t h eir h ome
country.
The largest agency group, Omnicom, places over $ 37 billion of
advertising for its clients around t h e world and derives h alf its revenue
from outside th
e US.
US-based advertising agencies and t h eir subsidiaries are responsible
for most of t h e advertising t h roug h out t h e world.
C hina is the next largest advertising market and is also growing
rapidly.
22
8/3/2019 Final Copy Dhawal
24/36
Advertising Expenditure
The Table below shows advertising spending in the top ten global admarkets.
1997 Advertising
CountryU.S .
Japan
U.K.
Germany
France
Brazil
Italy A ustraliaC anadaS . Korea
Total:
Expenditures (millions)117 .0
35 .7
20 .8
20 .3
9 .7
8 .8
7 .25 .5
5 .4
5 .3235.7
Percent50
15
9
9
4
4
3
2
2
2100
23
8/3/2019 Final Copy Dhawal
25/36
Top 10 Advertising companies.
Rank Company Total U.SAdvertising
(Millions $)
TotalSales
U.S AdvertisingAs A Recent
(Millions $) Of Sales
1
23
4
5
6
7
8
9
10
Philip Morris
Procter & Gamble
General Motors
S ears
RJR Nabisco
Grand Metropolitan
Eastman Kodak
McDonalds
Pepsi C o
Kellogg
2,058
1 .507
1 ,294
1 ,045
815
774
73 67 28
71 2
683
20 ,8 66
11 ,805
91 ,26 0
50 ,251
1 2,6 35
3 ,211
10 ,0 2411 ,380
10 ,551
2,7 66
9 .9%
1 2.8
1 .4
2.1
6.4
24 .1
7 .3
6.4
6.7
24 .7
24
8/3/2019 Final Copy Dhawal
26/36
Factors Affecting Advertising
The final external factor in the planning framework concerns
environmental factor social, legal, and global. Law forbids deceptive
advertising. One solution is to create brand advertising t h at is vague and
contains little specific information. However, suc h an approac h can result not
only in ineffective advertising; by it can lessen t h e social value of advertising
by reducing the amount for useful information that it provides to society.Th us, and advertiser w h o attempts to provide specific, relevant information
must be well aware of advertising regulation.
Even more difficult consideration for people involved in the
advertising effort is broad social and economic issues. Anot h er concern is
th at advertising, especially w h en it is more irritating t h an entertaining, is an
intrusion into an already excessively polluted environment. A w h ole set of
rules is emerging to cover advertising directed at c h ildren, and advertising
for products suc h as alco h ol and cigarettes, and t h e use of environmental and
h ealt h claims in advertising.
Th us advertising h as a tremendous impact on international marketing
and t h e two concepts t h erefore go h and in h and and are dependent on eac h
other.
25
8/3/2019 Final Copy Dhawal
27/36
Five Keys to Radio Advertising S uccess
Radio is an affordable ad medium that can reach a mass
audience. These five keys help increase your chances of having
a successful radio ad campaign.
Frequency of Ads
A radio commercial needs to air multiple times before it sinks in
with the listener. Running your commercial once a week for a
month isn't going to be enough. Frequency refers to how many
times your ad airs in a short amount of time. A commercial that
airs multiple times in a day has a better chance of reaching the
listener than a commercial that only airs a few times in a week.
Target Audience
Just like with every ad one create, you must know ones target
audience. A dvertising your western gear store on a country
station makes sense. A dvertising a teen clothing store on the
same station doesn't.
Make a list of the radio stations in your market. Listen to eachone to help identify your own target audience. What kind of
listeners will be tuning in and are they a potential customer for
your product or service?
Radio stations also offer programs you'll want to know more
about before you buy.
26
8/3/2019 Final Copy Dhawal
28/36
Producing A Commercial
Unlike television commercials, production is simpler for a radio
commercial.
However, that doesn't mean one should just slap something
together. Your copy isn't relying on any visuals so it's vital you
capture the listener's attention from the start. The copy needs to
be crystal clear and not muddied by trying to be cutesy in your
pitch.
Frequency is the key so make sure your ad hits the mark and will
get the consumer's attention the first time. Research shows it
takes a few times before the consumer actually gets what your
company is all about. It's vital your ad stands out and conveys
your message repeatedly.
27
8/3/2019 Final Copy Dhawal
29/36
Advertising Legends1)
A G KrishnamurthyEx C h airman & Managing Director
Mudra Communications A G Krishnamurthy is the C aptain who steered his agency from
a Rs. 35 lakh company to a Rs. 7 billion corporation in a
remarkably short 2 3 years. But little is known of his
considerable contribution in the agencys creative reputation -
doubling up as copywriter/art director and quite often even as
creative director
28
8/3/2019 Final Copy Dhawal
30/36
Brands: Rasna, Vimal Suitings & Sarees etc .
2)
Brendan Pereira
Ch airman & Creative Director
From h is palette of skills, Brendan Pereira h as been imparting knowledge to a
wide audience over h is 40 years in t h e business of art, advertising design and
communications.
His work wit h agencies in London and a stint as Brand Manager at
Beec h ams International, London, for a range of consumer products, created
a firm base for t h e task of leading Aiyars Advertising in Bombay as Creative
Director, and one of t h e first in t h e industry to be elected to t h e Board in t h at
capacity. A s Deputy Managing and C reative Director, he was one of the
major shareholders who founded C haitra A dvertising, and led it on to
produce some of t h e outstanding work of t h at era.
29
8/3/2019 Final Copy Dhawal
31/36
Spreading h is talent, h e publis h ed h is first book C h anging Faces in 1999 .
30
8/3/2019 Final Copy Dhawal
32/36
Indian Advertising Industry
C oncreteadvertising
A ds appear for the first time in print in Hickey's Bengal
advertising history begins with classified
Gazette. India's first newspaper (weekly ).
S tudios mark the beginning of advertising created in India
(as opposed to imported from England ) Newspaper studios
train the first generation of visualisers & illustratorsMajor advertisers: Retailers like S pencer's, A rmy & Navy
and Whiteaway & Laidlaw
Marketing promotions: Retailers' catalogues provided early
example
A ds appear in newspapers in the form of lists of the latest
merchandise from EnglandPatent medicines: The first brand as we know them today
were a category of advertisers
31
8/3/2019 Final Copy Dhawal
33/36
Case study: Knockout shoes
Agency: Weiden & Kennedy
Objective:
Ch ange w h at people expect of t h e brand from performance and
winning to possibility and creative self-expression
Target Audience:
Young people -- open, ready and willing to h ave fun
Active-minded 16 - 22 year olds during summer vacation
How Magazines Were Used:
Speaking to t h e target, drawing t h em in wit h rich , inspiring copy
Results:
Product sell t h roug h strong; basketball was prime success story -
complete sell t h roug h at urban and at h letic specialty retailers
Positive feedback from retailers and consumers
3 2
8/3/2019 Final Copy Dhawal
34/36
Advertising Campaign Break-T h roug h
1) VolkswagenThe Volkswagen campaign of the 19 60 s is considered a
huge breakthrough in the history of advertising. During
this time, the auto industry tended focus on the beauty
and engineering stretch of the vehicle. However,
Volkswagen advertising broke through the clutter by
creating ads based upon the same principle that drewdrivers of Volkswagens in the first place: simplicity,
honesty, uniqueness and humor. Now, the brand
continues to stand out with maximum creativity.
2) Marlboro
Marlboro Cigarettes
The Marlboro Man smoking cigarettes has come to be
one of the biggest icons of advertising. The handsome
and suave person made smoking cigarettes look cool.
33
8/3/2019 Final Copy Dhawal
35/36
It has demonstrated the powerful impact the industry
has on consumers.
Top Advertising Agencies in India
Mammoth Graphic C ommunicationsA ccord A dvertising
FC B-Ulka A dvertising Ltd.
Glare A dvertising
Marketing C onsultants & A gencies Limited
Mudra C ommunications Pvt. Ltd.
34
8/3/2019 Final Copy Dhawal
36/36
Bibliograp h y
Websites:
Books referred:
35