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1
Cliantha Wisan
Global Marketing Communications
Mr. Escalante
Benetton
1. What are the basic objectives of advertising? What are the advertising objectives
of Benetton?
The objectives of advertising are to promote a product or service in a way that appeals
to consumers to generate revenue. Benetton’s wanted to advertise their clothing in a
way that made them stand out from competitors in the market. They wanted their
brand to be more than just a clothing brand. For example, they launched a campaign
titled “All the colors in the World” that focused on racial integration.
2. Discuss the pros and cons of the shock advertising campaign that Benetton used
for many years.
