Marketing and Advertising Image for Benetton Images - Essay Example

Marketing and Advertising Image for Benetton Images Advertising entails methods or ways of communicating with the audiences or users of a product or a service with an intension of sending messages that will inform and influence the people to buy the product. Advertisements are commercial services that are paid for in various media centers and it requires a system that will ensure a large target group for the goal of advertisement to be realized. There are various forms of media advertising that one can engage in to ensure effectiveness in marketing. The mode of advertising requires evaluation and analysis to determine the benefits and the risks associated with the system of advertising. There are various channels that are used to ensure that public relationships occur and they include newsletters, public appearances, press releases and other mediums like the websites that can reach the globe. Benetton images have been used to deliver various messages to different audiences in the world on themes such as love, fight against discrimination and embracing interracial relationships. This paper will focus on the Benetton image highlighted above and the features that make the image an effective marketing and advertisement tool. It will also focus on the goals of the advert, the integrated marketing communication and the technologies used to ensure the success of the advertising program. Crafting for the message for the image to appeal to the audience The message that would fit the image is “fighting discrimination and racial segregation in prisons and the entire globe”. This message is described by the picture where we find two hands which are handcuffed together and they are of different races. There is a black hand and a white hand which are handcuffed and they reveal a message that indicates that they are in prison but they have decided to fight against discrimination together. The issue of racial discrimination has been a long and upstanding issue that have affected both the whites and the black Americans and the issue has also been prevalent in prisons where the two groups of people have been fighting against each other. The picture demonstrates that if people would embrace the message in the picture there would be peace, tolerance and love among the whites and black people (Caywood, 2012). The goal of the campaign Advert meant to fight racial discrimination The goal of the campaign is to transform the cultural beliefs, stereotypes, perceptions and behaviors that have been influenced by the racial prejudice. The target audiences of the picture are the African-Americans and the white Americans who have experienced racial discrimination and target for hate due to their skin color and their origin. This has led to interracial activities that have led to the superiority of the whites against the blacks who have been perceived as inferior and the weaker group (Shin, 2013). The issue of interracial interaction remains a sensitive subject among different cultures. Individuals from minority groups are forced to contend with issues such as individual prejudice, group stereotypes, and discrimination. On the other hand the members of majority groups may be compelled to believe that they are better than other members since they may harbor the aspects of stereotypes to build mistrust attitudes against other groups. Through prejudice and application of stereotypes, individuals from the minority and majority groups experience different forms of identity threat within the society. These factors compel these individuals to feel that they might be judged or perceived negatively due to their racial or ethnic backgrounds thus intergroup relations are severely affected and undermined (Tuten, 2008). The campaign against discrimination is the prime goal of the advert. It attempts to change the perceptions of people and the stereotypes that exist on some races. The campaign aims at ensuring that people change their behaviors and perceptions through love and tolerance for each other to create a better environment for coexistence. If people would engage in interracial relationships and love for each other, there would be no issues such as interracial discrimination or hate for other races. The motive of the campaign is to ensure that all people in the world embrace love and positive attitude towards other people as this would lead to elimination of such issues like discrimination and social unrest in the society. Interracial discrimination is also determined by the behavior and social climate within the society. There are some cultural believes, norms and values that create division between the group involved and other groups. Although interaction occurs between individuals from various identities like race, age, gender, religion and class, it requires that all aspects involved in the interaction to be considered. Some cultural believes enhances discrimination on basis of gender, age or even religion. They consider historical occurrences as well as interactions that may have gone sore in the past thus limiting the levels of interactions between their group members and other groups (Mooij, 2010). The advert is an effective tool of changing and transforming the behaviors of people and their perceptions towards other races, groups and tribes. Advertisement that captures a major issue that affects the society has a higher appeal to the public on their behaviors thus changing their mindset on various aspects that relates to human beings. Behaviors of different individuals towards interracial discrimination are shaped by the societal influence and personal character of an individual. It has also emerged that there are various individuals with different attitudes on racial discrimination. Differences in identities also contribute on discrimination. According to a research done recently on discrimination, women are more likely to be involved in attitudes that foster racial discrimination than men. Similarly, other identities such as age or religion may have various contributions to interracial or interethnic discrimination. This shows that the perceptions on discrimination and interracial segregation are affected by various factors. However, if proper campaign is undertaken against discrimination, there would a behavior change on the characters of people thus creating a positive environment where people would embrace others regardless of their color, tribe, gender or race. The goal of the campaign is to compel people to embrace others without any hint of discrimination in relation to their human differences (Caywood, 2012). Development of a model of advertisement The best model that would fit the advertisement highlighted above would be AIDA. This is a model involved in advertisement where the customer engages with various features in the advert through a description of various list of events in the advert. It is an acronym that explains various stages in the process of marketing and advertisement. These stages involve attention/awareness, interest, desire, and action. The advert should incorporate these features where the customer is expected to undergo these stages from the introduction of the advert to the stage where he takes action on what to do about the product (Tuten, 2008). Attention/awareness The first stage of an advert is to create attention to the audience or the customers. Awareness is an integral part of marketing where the attention of the employees is captured and the customer develops an interest of the product. It creates the urge to learn more about the product and the customer also becomes aware that there is a new product of that is on the market. In relation to the picture that has been highlighted above, there is a clear indication that it creates awareness and interest to the public. This is in accordance to the fact that it is a picture that aims at sending a certain goal to the public. The availability of the picture of two hands from different people that are handcuffed together shows that there is some message that the designer of the message want to pass to the audience (Shin, 2013). Interest The advert has to create interest to the audience. The demonstration of the picture shows that there an important message is being put across and thus the audience should create interest of learning what the message entails. Creation of interest is preceded by awareness where one should be aware of a certain feature so that he can get interest of such an advert. The picture described above creates interest on the audience through certain features such as two hands that are of different colors and the fact that they are handcuffed together. It results into mental construction and interests to understand what the intentions of the designer are (Ouwersloot, & Duncan, 2008). Desire Desire entails the ability of the picture to convince the audience or customers to buy the product or the service as they learn that it can satisfy their needs. The features of the products should be appealing to the customer to create the desire to purchase or use the product. The picture that has been highlighted develops the desire to attract people and the urge to adhere to what the message talk about. For instance, if the people comprehend the message that has been developed, they are likely to embrace love and fight discrimination on racial basis. The message is so strong that it can transform the mind of many people as well as their perception on such subjects. The desire that would be created involves fighting against the racial segregation and resistance to discriminate people on basis of their gender, race, color or tribes. Action Action involves the decision that the customer or the audience takes to ensure that he upholds the product or service being advertised. The customer takes action to embrace the product through purchasing it or abandoning it if it is not satisfactory enough. An action is taken in accordance to the appeal that the product has on the customer that leads to the desire and interest on the product thus the customer purchases the product. If the product is not appealing or is not desirable to the customer, it compels the customer to negative attitude on the product thus taking an action of declining to embrace the product. The message on the picture outlined above leads to an action based on behavior change and change of perception against discrimination or racial segregation. The message that the picture attempts to explain involves love and tolerance where people of different races should embrace each other regardless of their differences (Caywood, 2012). Formulation of an integrated marketing communication Promotion of goals Since the main goal of the promotion is to reduce or eliminate discrimination in the world, the goal would be promoted through wide distribution of the message and thus targeting a huge number of audiences. Through use of integrated marketing communication like use of social media marketing, people would be compelled to change their attitude especially by the influence of others in the social media. Change of attitude can be achieved if people are able to tolerate each other and love them without consideration of their race, tribe or color and this would be achieved through online social discussions (Caywood, 2012). Technologies to be used The main types of technology used would be online communication model and features that target a large group of people like use of books and articles that can reach more audiences in the world. Products and services in the international market are influenced by various social institution factors like religion, family traditions, school or education system, as well as government regulations. These factors may lead to impact in importation of certain goods due to beliefs value and culture and thus some products or services would not trade as a result of effects from such factors. Religion may influence international trade for fashion products like clothes and intellectual materials like books (Shin, 2013). Technologies used have to incorporate various issues I regard to their region, family or social values and practices. Besides used of social media which is a good medium to reach more people reading articles could also be effective among different groups of people. Social media involves use of website technology where a lot of audiences can be reached and there would be immediate replies from the comments and discussions involved in the social media about the advert. Books would be essential to people who are not easily reachable through the social media. The group that would mainly be targeted by use of published materials would be the elderly and the religious groups. Groups that would serve as the target of the advert Any advertisement ensures that the customer needs are incorporated to ensure there is change in attitude or customer gains interest about the product. The culture change would involve review on the organizational culture and issues like leadership and management as well as the employee working culture and the environment. Improvements are realized through these changes. Taking advantage of the marketing and branding platforms like the social media, televisions or bill boards serves as effective ways to appeal to the customers. Re-inventing the marketing brands through research on the customer needs and thus re-inventing the brand to appeal more to the customer is crucial. This strategy acts as the most appropriate for our customers. Researching and involving customers to improve the brands is more compelling to customers and they are likely to come and purchase products due to trust and customer relation building (Shin, 2013). The customers’ needs involve change of attitude and perception towards others who have may be different to them in regard to color, race, or gender. The picture depicts attitudes and perceptions as the brands that need to be addressed for racial discrimination and segregation to be eliminated. The picture appeals more to the customer and the appeal may lead to interest about the picture in line with resistance to discrimination and also embracing love and harmony amongst one another. Also different people around the globe act as the target for the promotion especially the countries where issues like racial discrimination, religious differences and tribal conflicts exist (Tuten, 2008). References Read More