Benetton: Advertising Strategies
-
Upload
chris-corbishley -
Category
Business
-
view
2.769 -
download
1
description
Transcript of Benetton: Advertising Strategies
© Imperial College Business School
Tutorial: Benetton
Strategic Marketing – SUMMER SCHOOL 2013 1
Promotional Marketing to Consumers
© Imperial College Business School
Today’s Session
2
What we are going to cover…
• Three things from last week’s lecture on promotional
advertising?
• What is advertising?
• Benetton Case Study Analysis:
– Evolution of the Benetton Advertising Campaigns
– Any Publicity is Good Publicity?
– Did it work?
© Imperial College Business School
Last week’s Lecture
3
Key Marketing Concepts
• Three things from last week’s lecture on promotions?
– Mapping ‘Promotion’ onto the Product Life Cycle
– The Basic Economic Function of Advertising
(Cuaresma & Stoeckl, 2012)
– Push vs. Pull?
© Imperial College Business School
The World of Advertising
4
Making You Feel Happy?
http://www.youtube.com/watch?v=tOQfBdCT-AI
© Imperial College Business School
Advertising vs. Marketing
5
What’s the difference?
© Imperial College Business School
Case Study Analysis
6
Evolution of the Benetton Ad Campaigns
• Quickly describe the evolution of Benetton’s ad
campaigns from 1955 to present day?
• How did Benetton pioneer a new era of advertising ?
© Imperial College Business School
Case Study Analysis
7
How did Benetton pioneer a new era of advertising?
© Imperial College Business School
Case Study Analysis
8
Evolution of the Benetton Ad Campaigns
Death Row Campaign (2000)
© Imperial College Business School
Case Study Analysis
9
A new era in Advertising?
• Take a look at Benetton’s print adverts, what is a common
theme here?
• Why did Benetton adopt this controversial advertising
strategy?
GROUP DISCUSSION:
• Did it work? Critically comment on the controversies
associate with Benetton’s campaigns. Do you think it was
a wise move to eliminate the product from the
advertisement?
© Imperial College Business School
Case Study Analysis
10
Any Publicity is Good Publicity?
• Do you think Benetton’s advertising strategy was aimed
only at creating scandal and controversies? Can this
strategy be justified by the fact it resulted in free publicity
for the company?
GROUP DISCUSSION:
• Consider other companies/brands which have adopted a
similar strategy. How was it effective (or not)?
© Imperial College Business School
PR vs Advertising
11
What is the difference?
© Imperial College Business School
Current Benetton Campaigns
12
‘Unemployee of the Year’ Advert
http://www.youtube.com/watch?v=zKZ3w_Vg4o8
• How has Benetton changed its advertising strategy
following its delisting as a publically traded company
in 2012?
• Who is it targeting? How has it addressed concerns
about lack of consumer focus?
• Has Benetton lost its controversial character or has it
found the right balance, preserving its brand values?
© Imperial College Business School
Interested in Advertising?
13
WPP Fellowship Scheme
• WPP is the largest advertising
network in the world.
• The Marketing Fellowship is a three
year rotation, across different
markets (USA, China, Brazil) and in
different areas (media sales,
creative, digital)
• 1,500 applications, 15 fellows
• Deadline: November 2013