Benetton's Advertisement Campaigns *

Abstract:

The case examines the problems that the apparel manufacturer Benetton had to face as a result of its controversial advertisements. The case also provides information about the company's recognition of these problems and the corrective measures it took. The case is so structured as to enable students to see the importance of ethics in advertising. Though Benetton intended to address social issues through its advertisements, its handling of the campaigns resulted in many problems. After reading this case, students should be able to discuss the merits and demerits of using controversial advertisements. The case is aimed at MBA/PGDBA students, and is intended to be a part of the Marketing or Business Ethics elective curriculum.

Issues: » Controversial advertisements of Benetton, corrective measures taken by the Benetton to correct its image

Questions for Discussion:

1. Critically comment on the controversies associated with Benetton's campaigns, with special reference to the 'death-row' campaign. Do you think it was a wise move on the company's part to eliminate the product from their advertisements?
2. Do you think Benetton's advertising strategy was aimed only at creating scandals and controversies? Can this strategy be justified by the fact that it resulted in free publicity for the company? Support your answer with reasons.

Key words:
Apparel manufacturer, Benetton, controversial advertisements, company, recognition, corrective measures, ethics, advertising, campaigns, merits, demerits, controversial advertisements

*Note : This case is a simplified version of a longer case study, and is intended for learners for whom English is a foreign language. The longer version of this case study (MKTG019) is available at: http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG019.htm