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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?

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