Your task is to read two cases – “Benetton Group: Evolution of Communication Strategy” and “Yeo Valley Organic” (available on Canvas) – and answer the following questions.
1. What are the advertising objectives of the two companies (Benetton and Yeo Valley)? What theoretical frameworks can explain each company’s communication strategy?
2. Discuss the advantages and disadvantages of the advertising campaign that Benetton used for many years and support your arguments with findings from literature. For what type of companies might this type of advertising be effective?
3. Analyse the Yeo Valley’s 2010 campaign (https://www.youtube.com/watch?v=eOHAUvbuV4o) and its 2011 campaign (The Churned “Forever”,
https://www.youtube.com/watch?v=oTrG7mpb61U)
from a theoretical point of view by discussing the communication process including the source, message and channel factors.
4. Using findings from relevant literature, discuss the effect of the marketing communication strategy of Benetton and Yeo Valley on the society.
You are expected to support your arguments by relevant theories and facts available in the required and recommended readings for this module. Other resources (peer-reviewed academic journals) may be used if considered appropriate for the assignment task.
When answering the questions, please provide full references for various sources used (journals, reports, websites, and others) and list the references at the end of your manuscript. The recommended format is the Harvard References. Please refer to https://www.i-cite.bham.ac.uk/Harvard.shtml for descriptions of reference styles. APA (American Psychological Association) style is one of the most commonly used sources in the social sciences area https://owl.english.purdue.edu/owl/section/2/10 .