Promotional Marketing
Saks: Integrated Marketing Communication
Natacha Clerjuste
Hodges University
MKT 4103
Professor Karastamatis
October 16, 2012
Table of Content
Abstract
Overview/Problem Statement According to Senthil Ganesan with the help of Vamsi Thota, Benetton was well known for its colorful and provocative advertisements. The company employed unusual, controversial advertising techniques and themes that used “shock value” and the power of photography to grab viewers’ attention. Unlike most advertisements which centered around a company’s product or image, Benetton’s advertising campaigns focused on social and political issues like racial integration, AIDS awareness, war, poverty, child labor, death. Pollution etc. the advertisement initially succeeded in raising the bran’s profile, but eventually began to cause dissatisfaction among customers, retailers, government bodies and various international non-profit organizations. Some of Benetton’s most memorable advertisements were a priest and a nun kissing, a just born baby with uncut umbilical cord, a black stallion and a white mare mating, a colorful mix of condoms, a black woman breast-feeding a white baby, the photo of an AIDS victim and his family taken moments before his death, the bloody uniform of a dead Bosnian soldier. Following the controversy surrounding a particularly provocative campaign called “We Death Row”. The company had realizes that it crossed even the boundaries of unconventional advertising. Various surveys suggested that some loyal customers had been put off by this campaign. The company has been facing many controversial shock tactic advertisements, which lead the president of the company to realized that it is now the moment to come up with new marketing strategies. By investing in new marketing campaigns, the company can try to gain its brand name and it loyal customers that were lost from its unconventional advertising.
Company Profile Benetton Group
Natacha Clerjuste
Hodges University
MKT 4103
Professor Karastamatis
October 16, 2012
Table of Content
Abstract
Overview/Problem Statement According to Senthil Ganesan with the help of Vamsi Thota, Benetton was well known for its colorful and provocative advertisements. The company employed unusual, controversial advertising techniques and themes that used “shock value” and the power of photography to grab viewers’ attention. Unlike most advertisements which centered around a company’s product or image, Benetton’s advertising campaigns focused on social and political issues like racial integration, AIDS awareness, war, poverty, child labor, death. Pollution etc. the advertisement initially succeeded in raising the bran’s profile, but eventually began to cause dissatisfaction among customers, retailers, government bodies and various international non-profit organizations. Some of Benetton’s most memorable advertisements were a priest and a nun kissing, a just born baby with uncut umbilical cord, a black stallion and a white mare mating, a colorful mix of condoms, a black woman breast-feeding a white baby, the photo of an AIDS victim and his family taken moments before his death, the bloody uniform of a dead Bosnian soldier. Following the controversy surrounding a particularly provocative campaign called “We Death Row”. The company had realizes that it crossed even the boundaries of unconventional advertising. Various surveys suggested that some loyal customers had been put off by this campaign. The company has been facing many controversial shock tactic advertisements, which lead the president of the company to realized that it is now the moment to come up with new marketing strategies. By investing in new marketing campaigns, the company can try to gain its brand name and it loyal customers that were lost from its unconventional advertising.
Company Profile Benetton Group