• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Benetton Case study

Extracts from this document...


John Paul Mifsud- Introduction to Integrated Marketing Communications Benetton Group: evolution of Communication Strategy 1. An effective advertising campaign needs to have an audience and a purpose. The direct objective of most advertising is to convey a specific message to a specific audience; the ultimate objective is almost always to induce consumers to buy something. Often, the 'sales' objective is achieved through stages, such as "making the consumer aware of the brand or product, leading the consumer to like our brand or product and eventually leading the consumer to trust the brand or product. Furthermore, an advertising campaign might be directly simply towards enhancing the brand or company image. Benetton advertising campaign revolves around promoting the company as a life style brand. ...read more.


Not withstanding that, Benetton managed to enhance credibility among its customers. Customers were getting the message that the company is venturing towards these social issues because it truly believes in its spirit to contribute to society injustices. Furthermore, their advertising was not like traditional adverting whereby the company, quoting Toscani, shows you a fictitious reality in which you will be irresistible if you make use of our products. Their reality concept meant also to enhance the brand image of manufacturing genuinely good products. 3. I agree that offensive images in the world of art and journalism are more acceptable than in advertising. If one had to analyze most of D&G's Adverts, they are representing Napoleonic art with a futuristic conception. Most of these adverts have been subject of controversy regarding the dehumanization of the women. ...read more.


be used by organizations who want to create social and environmental awareness such as Greenpeace, drugs awareness campaigners and addiction prevention centers. From the example above animal right movements might only employ effectively shocking advertising. 5. I believe that shocking advertising most often repel the audience. In addition, these adverts might distort the customers from the main objectives of purchasing the brand. At subconscious level they might associate Benetton more with their human right campaign than with the products they actually offer. The use of conventional advertising will assist the company gaining back some of the brand reputation. Through the use of conventional advertising they can still transmit the core notions of "peace and unity', which are their strong points, without risking to negatively influencing their audience. Such a strategy would still make them innovative. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. Summary of Case Study: the Honda - Yamaha War

    Perhaps, they also need to consider strategic location to optimize contact with the potential buyer. Or, go into areas where Honda does not do the trading. b) Introduce After Sales Service This would definitely attract loyal customers. After Sales Service means that the Sales Team would do follow up with

  2. Marketing Dissertation. An investigation of Celebrity Endorsement, with particular focus on the long-term ...

    same time the respondent did not feel strong enough to completely discount the idea of purchasing a sports product that is endorsed by a sports celebrity, therefore in totality 71% of this sample population would consider purchasing a sports product that was being endorsed by a sports celebrity.

  1. Ing Direct case study

    Innovative promotion: ING DIRECT uses innovative promotion campaigns to attract new customers e.g. the 'save your money at the movies' campaign was reported to have attracted many spectators and publicity in the (see Appendix B). This may have also accounted for the sharp growth of revenue in the US.

  2. Overview of the Benetton Group.

    In 1969: The style, the colors and the targeted clientele (young and not particularly well-off) were three factors working in their favour when they set up shop in Paris. Their first boutique opened on the rue Bonaparte, with a selection of 8 to 12 Fair Isle pullovers, with 48 to 58 colours per season.

  1. Corporate Social Responsibility

    Rising living costs and ? general decline in the purchasing power of money have made consumers more price conscious in their shopping behaviour (www.euromonitor.com). The tendency of high technology being increasingly offered at ever-lower prices� on the other hand� has made people more aware of actual price differences� striven to get ?

  2. International marketing - Critically appraise Benetton as a sustainable global brand?

    Although their 'Institutional Campaigns' appear to have been successful in promoting consumer knowledge about the brand, the image still appears to be comparatively negative. This then needs to be outweighed by either the quality of the product, or by other product-based advertisements.

  1. Caterpillar Mitsubishi case study

    * The company developed a more flexible approach to ownership and control where it led market access. In 1985, it signed a licensing agreement selling technology to the Chinese to help them develop a national construction equipment business. In 1989, its products were being produced under license by independent manufacturers all around the world.


    The total assets increased in the following years which are in 2006 to 2008 because Starbucks had to pay more for their assets as they had bought more fixed assets like furniture, equipment, etc. However, in the year 2009 the total assets decreased because they had to pay less for their assets compared to year 2006-2008.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work