Benetton Inc Case Study

Benetton Inc Case Study
1.
What
are the basic objectives of advertising? What are the advertising
objectives of Benetton?
2.
Discuss
the pros and cons of the shock advertising campaign that Benetton used for many
years.
3.
Oliviero
Toscani has defended Benetton’s use of shock advertising by noting that it
constitutes nothing less than a debate between advertising and art. He
argues that potentially offensive images are acceptable in the world of art and
journalism while in other realms such as advertising they are not. Do you
agree with Toscani’s position?

4.
Can
you think of any other companies that use shock advertising? For what type of
companies might this type of advertising be effective?

5.
Do
you agree with Benetton’s decision to drop the use of shock ads and return to
the use of more conventional ads?