Marketing

Article Abstract:

Benetton Group S.p.A.'s controversial advertising campaigns have earned the ire of several consumer groups. The use of non-conventional soft-sell techniques prompted people to question the relationship between Benetton's advertising and its clothes designs. One of the more controversial ads, for instance, portrays a black child as a devil and a white child as an angel. The ad's allusions to racism and other social statements have been tagged as too revolting. Benetton, however, claims that such social hang-ups exist only in the minds of the consumers and that clarifications on such matters might only be ignored by an outraged public.

Evaluation, Column, Advertising campaigns, Benetton Group S.p.A.

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Information content and consumer readership of print ads: a comparison of search and experience products

Article Abstract:

A study was conducted to examine the interplay between the advertisers' provision and consumers' readership of information. The result from the study reveals that the interplay is positive for the search products, negative for the convenience products and nonsignificant for the shopping products.

Analysis, Readership surveys

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