John Paul Mifsud- Introduction to Integrated Marketing Communications

Benetton Group: evolution of Communication Strategy

. 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. They campaign focuses on social and political issues like racial integration, AIDS awareness, war poverty, child labor, death and pollution. They want to build a social conscience in the community, on the other hand transmitting that Benetton is an active member in promoting freedom by being pro-life.
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2. At first, their awareness campaign succeeded in raising the brand's profile, but the strategy towards the depicting of strong shocking images, especially with the introduction of "reality advertising" (1992), eventually caused dissatisfaction among customers, retailers, government bodies and various international non-profit organization.

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 ...

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