Find strength in apparent weakness with great marketing

Find strength in apparent weakness with great marketing

Assessment

Interactive Video

Business, Architecture

University

Hard

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The transcript discusses the innovative advertising campaign for the Volkswagen Beetle in the US, led by Bill Bernbach. At a time when the American car market favored large, flashy vehicles, Bernbach's 'Think Small' campaign stood out by promoting the Beetle's simplicity and uniqueness. This approach resonated with the changing cultural sentiments of the era, leading to a successful marketing strategy that capitalized on the car's perceived weaknesses by highlighting its strengths.

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2 questions

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1.

OPEN ENDED QUESTION

3 mins • 1 pt

In what ways did the Volkswagen Beetle stand out as a vehicle in the American market according to Bernbach's perspective?

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2.

OPEN ENDED QUESTION

3 mins • 1 pt

What does the phrase 'Sees strength in apparent weakness' imply about Bernbach's marketing strategy?

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