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Pages:
6 pages/≈1650 words
Sources:
14 Sources
Level:
Harvard
Topic:
Business & Marketing
Type:
Essay
Language:
English (U.K.)
Document:
MS Word
Total cost:
$ 51.84
Topic:

Benetton Group: Evolution of Communication Strategy

Instructions:

MARKETING COMMUNICATIONS
Individual assignment 2017
The written individual assignment will count toward 80% of your overall module mark. It has been designed to assess your ability to:
• critically evaluate marketing communications strategies and campaigns;
• demonstrate awareness of the academic research findings in marketing communications area.
The assignment consists of 3 separate parts.
1. Read the case “Benetton Group: Evolution of Communication Strategy” and answer the following questions using the concepts/terminology covered in the module. (40 points)
• What effects did Benetton's shock advertising campaign have for the consumers, society and the company?
• Do you agree with Benetton's decision to drop the use of shock ads and return to the use of more conventional ads in 2001?
Support your arguments with findings from literature (covered in the required and recommended reading).Introduction and conclusion are not expected.
2. Read the “Yeo Valley Organic” case and answer the following questions using the concepts/terminology covered in the module. (40 points)
• How did the company's 2010 campaign benefit the company's performance? What could be the potential disadvantages of that and following marketing campaign The Churned “Forever”?
• Look at the homepage of Yeo Valley's website and briefly discuss how it reflects the company's marketing communications strategy. From that point of view, how does Yeo Valley's page differ from its competitor's, Rachel's?
Support your arguments with findings from literature (covered in the required and recommended reading).Introduction and conclusion are not expected.
3. One of the research priorities outlined by Keller and Lehmann (2006) is to investigate the effect of negative associations on brands. Conduct a literature review for 5 most relevant academic articles published between 2006 and 2015 on that topic and discuss how it has been explored by marketing scholars in the recent years. (20 points)
The word limit for this assignment is maximum 3000, including tables. There is no word limit for the references. You can split the word count in the following way.
• Part 1 (Benetton case) – maximum 1200 words
• Part 2 (Yeo Valley case) – maximum 1200 words
• Part 3 (literature review summary) – maximum 600 words
The recommended format is the Harvard References.
• Presentation and style: The finished manuscript must be single-spaced.. I recommend Times New Roman 12pt for font options. The submitted documents must be in MS Word format only.
Client:
write each part separately.
answer each question separately citing words.
I will do formatting and style.

Content:
Marketing Communications: Topic 01
(Word Limit 1200)
“Benetton Group: Evolution of Communication Strategy”
The Benetton case: Read the case “Benetton Group: Evolution of Communication Strategy” and answer the following questions using the concepts/terminology covered in the module. (40 points)
What effects did Benetton’s shock advertising campaign have for the consumers, society and the company? (Words 721)
While the year 1965 marked the foundation of the prominently famous Italian brand recognized worldwide as Benetton Group — the year 1982 sowed the seed for its future reap with the joining of Oliviero Toscani as the creative director who will be the sole authority for designing Benetton’s advertisement campaigns for next long eighteen years. From a family start-up to a global Italian brand, Benetton was doing rapid business growth initially with easily identifiable ‘contrived’ marketing campaigns targeting young consumer groups CITATION BenettonCaseStudy \l 1033 (Ganesan & Thota, 2003). However, Toscani had some drastically different approach towards Company’s ‘communication strategy’ (as they put this phrase in place of advertisement). He was eager to shift the simple, traditional, conventional imagery with something more society-conscious, contemporary, ‘unusually’ creative communication.
The trademark “United Colors of Benetton” started with an ad campaign featuring playfully active teenagers and kids, from various cultures and nations, in colorful Benetton clothing — communicating racial integration and global peace though the subjective polarity of the ad invoked a negative catharsis for the audience of England, United States and South Africa. In 1986, this message of ethnic harmony changed into more intense communication of “All colors are equal, just as all men are equal” with the launch of theme-specific advertisements for different pair of nations engaged in wars: Iran and Iraq, Israel and Germany, Israelis and Arabs, England and Argentina etc. From 1989, Benetton ignored showing products in their ads and replaced their existing knot logo with a green small rectangle shape consisting the slogan “United Colors of Benetton”. An advertisement of this series depicting a white-baby being breastfed by a black-woman was rigorously disparaged by many audience to whom the imagery echoed the gloomy slavery days of black people CITATION BenettonCaseStudy \l 1033 (Ganesan & Thota, 2003).
Toscani’s ‘unusually’ creative sense of communication strategy continued depicting alarming social issues to attract public attention. The disturbing imagery of a newborn with an umbilical cord from the 1991 advertisement-series symbolizing the celebration of birth, universal love and motherhood evoked confused and defragmented opinion in the audience mind. While some wanted it to be welcom...
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