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To download this short case study (No. SCMKTG019) click on the link below, and select from the list:
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| 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 | ||||||||||||||
| Key words: Apparel manufacturer, Benetton, controversial advertisements, company, recognition, corrective measures, ethics, advertising, campaigns, merits, demerits, controversial advertisements |
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Questions for Discussion:
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.
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