G. Andrea Mancini, Alessia Pinto

Valutazione dell'efficacia delle campagne pubblicitarie. Il caso Benetton-Toscani

  • Abstract

Informations and abstract

Keywords: advertising effectiveness, advertising campaigns, shock advertising, long-time effectiveness

The aim of the present study was to evaluate 1984-2000 Benetton advertising effectiveness. The survey was administered to 237 subjects by Computer Aided Web Interviewing in order to analyze affective (attitudes and opinions) and cognitive reactions (recall, recognition and brand awareness). The results show that people between 36-45 years old have better recall maybe because they were the Benetton target. Anyway, actually this advertising strategy doesn't seem so effective in catching attention indeed, despite a positive affective reaction, Benetton advertisings are not viewed as shocking or provocative.

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