Benetton Case study

... 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. 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

want to read more? →