The Story Of Benetton's Advertisement Campaigns

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG019 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Advertising and Promotion
Case Length : 7 Pages
Period : 2000-2001
Pub Date : 2002
Teaching Note : Available
Organization : Benetton
Industry : Merchandising
Countries : India


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.


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


  Page No.
A Campaign In Trouble 1
Background Note 2
Benetton's Advertising History 3
Benetton Decides It's Enough! 5
Exhibits 6


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

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