Benetton communication strategy

Mention Uniqlo to any global citizen today and the associations of quality, affordability and fashionable come to mind immediately.

Benetton communication strategy

Types[ edit ] Shock advertisements can be shocking and offensive for a variety of reasons, and violation of social, religious, and political norms can occur in many different ways. They can include a disregard for tradition, law or practice e.

For example, advertisements for weight loss programs, sexual or gender related products, clinics that provide AIDS and STD testing, funeral services, groups Benetton communication strategy advocate for less gun control, casinos which naturally support and promote gambling could all be considered controversial and offensive advertising because of the products or messages that the advertisements are selling.

Benetton communication strategy

The effects[ edit ] Advertisers, psychiatrists, and social scientists have long debated the effectiveness of shock advertising.

Some scientists argue that shocking ads of course evoke stronger feelings among the consumers. The effects of shock advertising could also be explained by the theory of selective perception. Selective perception is the process by which individual selects, organizes and evaluates stimuli from the external environment to provide meaningful experiences for him- or herself.

This means that people focus in certain features of their environment to the exclusion of others. One example of this kind of filter is perceptual defense. An example of this a heavy smoker who could be filtering out a picture of cancer sick lung since the content could be perceived as disturbing and uncomfortable.

You should also consider long term branding issues if using shock advertising as communication method. Using shocking pictures could affect the way consumers perceive your brand and quality of your product.

The ethics is always important to have in mind, and using fear or other strong messages might not always be the best and most effective method to use. Thus, it can expose any taboobut typically has an unnecessarily sexually suggestive image.

Other shocking advertisements released by Benetton include an image of a duck covered in oil addressing issues of oil spillage and the cleanliness of oceansa man dying of AIDSa soldier holding a human bone, as well as a newborn infant still attached to its umbilical cord, which "was intended as an anthem to life, but was one of the most censured visuals in the history of Benetton ads.

Several of Calvin Klein's advertisements featured images of teenage models, some "who were reportedly as young as 15" in overly sexual and provocative poses. InCalvin Klein was the subject of more controversy when it aired advertisements of young children who were only wearing the brand's underwear.

This "kiddie underwear ad campaign" was pulled only one day after it aired as a result of public outlash.Strategy/strategy-making fit types are (1) defender type/planning mode of strategy making, (2) prospector type and entrepreneurial mode of strategy making (3) analyzer type to the planning and entrepreneurial modes of strategy making and (4) reactor type and to the adaptive (environmental) mode of strategy-making.

Benetton Group Evolution Of Communication Strategy Marketing communication: Advertising and Promotion Ethics of “Shock advertising” Benetton Group by origin was created by the oldest brother of the Italian family Benetton, who turned into a fashion company in , they saw a market for a potential of selling colorful clothing which .

The Benetton case: Read the case “Benetton Group: Evolution of Communication Strategy” and answer the following questions using the concepts/terminology covered in the module. (40 points) What effects did Benetton’s shock advertising campaign have for the consumers, society and the company?

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Fashion is a fast moving and highly diverse international industry encompassing a wide range of markets and creative, production and communication practices. Aditya Aima, Vice President – Head Marketing & Business Strategy, Astro AWANI Network Sdn.


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