Kent State MKTG4505 assignment 1
Question Assignment One –Benetton Case (Worth 25 points) Complete the scenarios below. You will upload a Word document with your completed answers to Blackboard Learn. Include your name, the original questions, your answers, a record or any problems you had completing the assignment. Please write up your answers to these questions for assignment one. Make sure that you use specific details from the case to answer your questions. The answers should be well developed and explains you opinions by using the examples from the case. (question one, you can use your book to answer the first part.) 1. What are the basic objectives of advertising? What are the advertising objectives of Benetton? 2. Discuss the pros and cons of the shock advertising campaign that Benetton used for many years. 3. Oliviero Toscani has defended Benetton’s use of shock advertising by noting that it constitutes nothing less than a debate between advertising and art. He argues that potentially offensive images are acceptable in the world of art and journalism while in other realms such as advertising they are not. Do you agree with Toscani’s position? 4. Do you agree with Benetton’s decision to drop the use of shock ads and return to the use of more conventional ads? (If you want, you may use the VW video response as an example to answer this question) 5. Can you think of any other companies that use shock advertising? a. For what type of companies might this type of advertising be effective? (“I can’t think of any” is not an acceptable answer for either part of the question.) Scroll Down to read the case and see all of the advertisements.