Benetton Group Advancement Of Communication Strategy Marketing Essay

Although advertising is an essential factor to all or any business's success, the type and purpose differ from one industry to another. Some companies advertise to raise the demand for the product category all together. Business-to-business marketers use advertising to execute important functions such as building awareness of the company and its products, creating leads for the sales force, reassuring customers about the purchase they made, or aiding create a favorable image of the business (Belch and Belch). In any industry advertising is known as an important promotional tool.

The Benetton Group is a clothing company with strong family root base whose main advertising target is to improve brand consciousness through awareness of social and political issues. Prior to the 1980s Benetton's advertising focused largely on its products company logo, a stylized knot of yarn with the term Benetton printed under it. The owner, Luciano Benetton became aware that to reach your goals, his advertisements had to stand apart from the remaining competition. He employed Oliviero Toscani, a prominent fashion and advertisement photographer plus they made a decision to promote Benetton as a life-style brand. They first used photos of teenagers from culturally diverse nations using Benetton clothing, which created the brand, "United Colors of Benetton. " From then on, they launched a similar campaign titled "All the colors on the globe" which centered on more photographs of children collectively from different countries and cultural groupings. They launched more promotions using photographs of people and things that wouldn't typically go along, such as a wolf and lamb, seeking to spread their subject matter of unification. From the later 1980's, Benetton decided to undertake their own promotional initiatives in-house. Toscani's new target was to use photos that stimulated thinking among consumers. His advertisements never showed the products or the merchandise logo. He started out with advertisements which were racially driven like a black hand and a white palm linked with a handcuff, and a dark-colored woman breast-feeding a white baby. Benetton's position on these adverts was that the photographs symbolized universal brotherhood. In the first 1990's, Toscani evolved his concentration more toward advertising that draw general population focus on important sociable and political problems. A few of these included photographs of several different shaded condoms, a baby with an umbilical cord, and a priest and a nun kissing which offended the religious sentiment of many. Some of Toscani's political themed adverts included images related to the AIDS crisis, environmental catastrophe, political violence, warfare, and exile. Toscani stated about Benetton's advertising methods, "All they attempt to do is promote a dialogue about issues which people would normally glide over if they contacted them from other channels, issues we feel should be more extensively discussed" (Ganesan 2003). These advertising brought on much controversy, but despite all of that, Toscani travelled one step further by using "reality advertising" that used actual photographs exhibiting real cultural issues. A few of these photographs showed a dying Products victim with his family at his bedside, and African guerilla holding a Kalashnikov and a individual lower leg bone, a motorboat overcrowded with Albanians, and a group of African refugees. Benetton continued to create even more shocking advertisements displaying close-ups of varied body parts tattooed with the English abbreviation "HIV Positive. " Some adverts marketed homosexuality, while another was a photograph of three human being hearts, each portrayed to be the heart and soul of any person of different color, "white, dark, and yellowish" showing that all were the same inside whatever the exterior color was. In the early 2000's, Benetton launched a plan called "We, on Fatality Row" which highlighted twenty-six prisoners in america who was simply sentenced to death. This campaign led to widespread protests from individuals and government authorities (Ganesan 2003). In those days, Benetton defended themselves as being a company that can boost brand awareness by nurturing about capital consequence and being able to get people engaged in this issue. Because of the increasing controversy of Benetton's advertising, Toscani resigned in 2000, and they launched a new advertising campaign under new Creative Director Adam Mollison. Since that time, Benetton's advertisements centered more on standard images, but Benetton remained that the company would still continue with its "socially accountable" position by focusing on non-controversial themes or templates like racial discrimination, poverty, child labor, and Assists awareness.

There were many benefits and drawbacks of Benetton's surprise advertising campaign. We were holding among showing ways to use product advertising for dual purposes. Many people praised the actual fact that Benetton tackled interpersonal and politics issues and put them in consumers' faces when they might normally have absent undetected. Also, Benetton thought socially in charge of bringing recognition to these issues, plus they probably felt a great deal of personal satisfaction from taking that massive leap from a clothing company to a socially dynamic company. Their advertising also showcased their creative imagination and ability to think outside the box. There were many downfalls from using this advertising though. In most cases, individuals were offended by the images used, or had mixed reactions. Many countries attempted banning a few of Benetton's advertisements. Many political market leaders were also offended like the Pope, which also affected how their enthusiasts seen the Benetton brand. A problem with using such questionable advertising would be that the consumers who feel adversely about the images portrayed in the adverts will feel adversely toward the business as well. Another problem is that advertising should be used as an instrument to promote your product and achieve your target markets, so when you are not doing that, you are not going to create sales. Benetton probably did not reach its targeted marketplaces using their great shock advertisement campaigns, and as a result they probably didn't reach their full probable of profits.

Toscani explained "To capture their (consumer's) attention, advertising must become an artistic product in itself, like a play or a film" (Ganesan 2003). I completely agree with this affirmation because advertising is such a complicated process and nowadays, adverts must be creative to appeal to the consumers. I also agree with Toscani's debate that potentially offensive images are satisfactory in the world of artwork and journalism while they aren't as accepted in advertising. But, I do believe that there's a reason for this. I don't see advertising and product campaign as a good platform for raising social awareness since it is too much accomplish without leaning too far one way. I think Benetton's advertisements were not effective because they only exhibited the sociable issues and acquired nothing to do with the product. I believe that advertisements for communal issues should be that, and split from any sort of brand or product. This might be the best choice for an organization to market their brand or product, since it concentrates mainly on the merchandise and the marketplace it chooses to reach. I also assume that a company cannot please everyone using its advertising and there will be someone who does not trust a campaign, but you can't handle such questionable issues and expect it never to have a negative impact on your brand.

Although Benetton has chosen great shock advertising as its main form for its promotions, there are many other companies who've tried out it as well. A Nike ad once used a topless, headless torso because of its clothing line's athletics bra. Coca-Cola marketed an unusual campaign in 1998 having a "deceased" teenager in a morgue clutching a Coke Credit card. Coca-Cola drawn the campaign following the pubic complained about it. Calvin Klein is another company who runs on the lot of impact advertisements to get publicity, which is another phrase free of charge advertising. Calvin Klein's advertising use teens in suggestive poses with suggestive voice-overs for print and TV-ads (Fernando). I think these types of advertising work if you are targeting a younger market because kids and young adults seem to respond to sexually driven campaigns. Advertisements like this work in many sectors like the automobiles, clothing, music, and show-biz. I don't think using sexually motivated advertising is good when focusing on an older technology though because they are more likely to be offended. Advertising has modified so much through the years that older generations have a hard time adapting to the new communal norms. I think shock advertising is best suited for companies or organizations whose main purpose is raising consciousness and funds to support research and development for the cause. I could remember the television set advertisements as a kid that promoted staying off drugs. They used an egg to symbolize the human brain, and then fried the egg in a fry-pan to symbolize your brain on drugs. This sort of advertising sticks in people's brains and has more of a direct effect than regular advertising would. I've also seen many advertising that support the research of Cancer tumor and AIDS that use distress advertising. A lot of times they show the patients of these diseases and have a very personal method of gain the eye of the buyer, and then play on their thoughts. I also feel that the foundations which raise money for starving children in poor countries use distress advertising. They use images of real children who are dusty and look sad, and pictures of crying newborns who are certainly malnourished and starving. I think these advertisements are definitely more accepted because we've seen them for a very long time now, and most humans naturally feel bad for these children. That is what makes those types of ad for that kind of company so successful. They may have figured out a way to play on the wishes, needs, and thoughts of the consumers.

Benetton gained a lot of publicity over time for their questionable advertising. Set up consumer liked their promotional strategies, this promotion performed great things for Benetton. I think that after Toscani still left Benetton, it was a great time for the company to reassess their promotional goals and make changes with their promotions and company image. They'll continually be known because of their radical campaigns and the fact that their company stood for the betterment of mankind, and raising awareness of social and politics issues. I agree with their decision to drop the use of shock advertising, and return to the use of more normal advertising. After Toscani left, Benetton was able to recognize that they needed to have adverts of models using their clothes. They had a need to show people that they are an actual clothing line, not really a political or governmental company. I'd be prepared to bet that prior to 2001, there have been many consumers who experienced seen Benetton's advertisements and hadn't even understood that these were a clothing company. Although their advertising were creative, that they had little or nothing to do clothes. Also, there was substantial damage done to Benetton's reputation and they had a need to undo the damage by changing their approach. I think consumers are extremely forgiving, and if they see a change in a company for the better, they can be more happy to adopt that company. Benetton still means many communal issues, but they are ceasing to offend the consumers by not placing these issues in their advertisements. It is hard for me personally to imagine how Benetton was ever before successful in sales without demonstrating their products in advertisements. People want to start to see the product and they desire to be guaranteed of its quality. I believe using images of attractive models wearing their colorful clothes will positively promote the Benetton brand, and they'll see a surge in sales. I think that Benetton can also promote brand consciousness by aiding its causes on different systems. They could synergy with other organizations and help promote their causes and add the Benetton name to the advertisements showing that they still have confidence in promoting sociable and politics issues. I think that separating public and political issues from the actually company and its own products will greatly increase Benetton's consumer authorization. As I stated before, the current market-economy is very complex, and an organization must have the capability to realize its faults and modify its advertising to a more effective strategy. Benetton is making the right choice by trying to find better advertising ways to reach its consumers.

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