Benetton Case Study Analysis1. What are the basic objectives of advertising?

What are the advertising objectives of Benetton?The Basic Objectives of AdvertisingThe basic objectives of advertising consist of the following: To build brand image Brand image is built through brand equity and brandrecognition, which involves brand awareness.o Top of mind- Brands that are almost always mentioned are top mind brandso First choice First choice is the ideal choice that a consumer chooses whenmaking purchasing decisions. To inform- Informs consumers about the product and additional information regardingthe company that can be useful to consumers. To persuade Persuasion is used to convince consumers that a particular brand issuperior to that of its competitors. Persuasion is best used to introduce new products tothe market. To support other marketing efforts any effort that is used to market other than thetraditional marketing efforts used by the company. For example, a company might useother marketing efforts to promote the upcoming Christmas holiday. To encourage action encourages consumers to take action right away. Infomercialsare always encouraging consumers to take action to receive a promotional offer Advertising objectives of BenettonBenettons main objectives involved channelling the differences seen amongst us worldwideand incorporating those differences into an advertising campaign that we all can relate to. Inorder for Benetton to convey this message to the world the company used the followingadvertising objectives to meet their goals:y Creating an un-conventional way of advertisementBenetton wanted to stand out and be different from its competitors, so thecompany used un-conventional ways to advertise by using shock advertisementwhich was often bold and aggressive. This advertisement method worked for thecompany because it brought the awareness of how serious Benetton was inregards to some of the issues that we are facing in society.y Use of art to bring brand awareness

Olivene BlakeMRKT 354October 31, 2010Toscani used a variety of controversial images to grab consumers attention. For example, there was an image of a newborn baby with the umbilical cord stillattached, which most would frown upon. This image embodied a new life andnew beginning.y Benettons informing consumers of their corporate social responsibilityBenettons goal was to reach out to consumers on a more personal level bycreating an advertising campaign that brought awareness of discrimination, proverty, child labor, death, domestic violence, etc. The ad campaign wanted people to be aware of all the issues that are going on in the world, also to letconsumers know that company is aware of these problems.y Encourage action with use of shock advertisementThe shock advertisement that Benetton used definitely grabbed consumersattention to the social issues at hand. There was an ad campaign with four similar human hearts with the words black, white and yellow printed directly on the four hearts; the hearts symbolizes the four different ethnic groups.Even though we arefrom different ethnic groups, we are all the same on the inside.y Benettons change to conventional advertisingFor the future, Benetton decided to try a new method of advertising that did notinvolve such harsh and intense advertisement; however, the company would keepthe objective the same of highlighting the social problems that exist in the worldthrough their ad campaigns.2. Discuss the pros and cons of the shock advertising campaign that Benetton used formany years.Advantages of Shock Advertisingy Shock advertisement is used to grab the attention of the audience with a serious message. y Remain in the memory long term and not easily forgotten. y Uses extreme content to influence its

audience in a positive way. y Lastly, shock advertisement tends to stand out more, than an advertisement that is moretraditional. Disadvantages of Shock Advertisingy Consumers may interpret the message being conveyed in a shock advertisement asoffensive and insulting. These advertisements can be very direct and to the point; theyare more like a reality check for the audience that details serious and honest information. 3. Oliviero Toscani has defended Benettons use of shock advertising by noting that itconstitutes nothing less than a debate between advertising and art.He argues thatpotentially offensive images are acceptable in the world of art and journalism while inother realms such as advertising they are not . Do you agree with Toscanis position? Olivene BlakeMRKT 354October 31, 2010I definitely agree with Toscanis position on shock advertising being a debate betweenadvertising and art. I support Toscanis notion that art can be used as a form of advertisingand does not have to always be about the product itself. He also points out that other formsof media use potentially offensive images that are acceptable to society, but when it comes tocompany advertisements these images are unacceptable. Advertisement is a form of art, and people should be able to express art freely. Art depicts many emotions that people can relateto. Shock advertising worked for Benetton because it creates a serious awareness and getcustomers to continue to buy the product, as well as draw new customers in which is whatadvertisement embodies.Even though Toscanis images were bold, intense and sometimesdownright harsh, the message that these images depict were understood by consumers.Toscanis use of art as a means of advertisement worked for Benetton, and many of their customers got accustomed to the image that was defined by the company which was socialresponsibility. The same way people use music as art, Toscani found a way to use theenvironment as a form of art for advertising. Tosacani captured the art of the connection between man and the environment which creates a social awareness that society can relate to.4. Can you think of any other companies that use shock advertising?For what type of companies might this type of advertising be effective?I can definitely think of two companies that use shock advertisement, the Truth. Comwebsite that uses intense advertisement to deliver the message that cigarette smoking isdangerous to your health. I know many people have seen these commercials and howshocking the content can appear because they show you the dire consequences of cigarettesmoking. The other company that came to mind that uses shock advertising is Above theInfluence advertisements by National Youth Anti-Drug Media Company to persuadeteenagers to say no to drugs and alcohol. The National Anti-Drug Media Company showsyou the consequences of using drugs and end results of drug use; these advertisements arenot pretty. These advertisements are meant to give teenagers a reality check.These types of advertisements have to be harsh in order to persuade teens not to do drugsor alcohol. Shock advertising can be effective for companies that aim to persuade a certaingroup of people to do something. Companies that want to promote the use of alcohol whiledriving and the effects of drinking while driving would benefit greatly from shock advertising5. Do you agree with Benettons decision to drop the use of shock ads and return to theuse of more conventional ads?Change is usually very difficult to adapt to, especially if you are used to doing things acertain way for a lengthy period of time. Benetton is known for its shock advertisements thatare direct and to the point. These

advertisements are geared towards social responsibilitiesthat the company has for its customers. I have never heard about Benetton and just fromreading the article I experienced a wealth of emotions and connections to the information Olivene BlakeMRKT 354October 31, 2010contained in the article. Benetton represents truth and honesty, even if the informationcontained within the advertisement may be a bit harsh.I believe if Benetton drops the use of shock ads and return to the use of moreconventional ads that this would ruin what the company stands for. The relationship thatBenetton has built with their long term customers may be affected because customers maynow start to rethink the values and standards that Benetton stood by have now been broken.Benetton should have seriously taken into consideration how their customers may feel aboutchange before diving into making changes.

....4 / 4Leave a Comment

Comment must not be empty.

SubmitCharacters: 400. Comment must not be empty.SubmitCharacters: ....Benetton Case Study Analysis 1,138 Reads More InfoDownload or PrintThis is a private document. Uploaded by destineusa .0 inShare.Embed DocCopy LinkReadcastAdd To CollectionComments. Related Documents

7 p.Benetton From Bhupendra Thakur .

16 p.Be Net On From Sushant Maurya . 19 p.ira From Prerana Arora .Next 19 p.Benetton Advertising ProjectFrom fkkfox.9 p.Benetton-dapiranFrom Tushar Alva.10 p.UCB Press ReleaseFrom austin555.Prev Next 15 p.United Colors of Benetton From Devi Kailas.9 p.Benetton-dapiranFrom Akash Bhardwaj.4 p.Controversial Ad Campaigns From BenettonFrom jestinegeorge.Prev Next 15 p.Dl Ucb Diversification Case BodyFrom Chaiwat Pong.8 p.UCB Brand PositioningFrom Aneesh_Bhagat_665.19 p.ucbFrom Sushant Maurya.Prev Next 10 p.Shock Advertising by Genevieve DennisAn essay about the use of Shockvertising in Advertising and how the United Co... From Geni Dennis.18 p.ARPIT PROJECTFrom Arpit Agarwal.12 p.Merchandising BenettonFrom Keerthana Lakshmi.Prev Next 8 p.Advertising and society_rtfFrom Panfil Sorin.54 p.Be Net TonFrom Nina Radenkovi.20 p.45786792Benetton-CaseFrom Pankhuri Arora.Prev Next 3 p.UCBFrom nhrk_soni2709.Prev.