Read two cases – “benetton group: evolution of communication strategy” and “yeo valley organic” (available on canvas) – and answer the following questions.
The benetton group is a clothing company with strong family roots whose main advertising objective is to raise brand awareness through awareness of social and political issues before the 1980s benetton's advertising focused largely on its products logo, a stylized knot of yarn with the word benetton printed under it.
Benetton group of evolution communication strategy is a great study that shows how advertising can affect a business strategy benetton is a large advertising company that focuses on its products and logo. Benetton group: evolution of communication strategy introduction benetton, the italian retailer was engaged in the manufacturing and distribution of clothing, undergarments, shoes, cosmetics and accessories.
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 1965, they saw a market for a potential of selling colorful clothing which.
They campaign focuses on social and political issues like racial integration, aids awareness, war poverty, child labor, death and pollution they want to build a social conscience in the community, on the other hand transmitting that benetton is an active member in promoting freedom by being pro-life 2.