Advertising And Communication In China - The Benetton Group S.p.A. Strategy And Its Implementations

The aim of this paper is to analyse and give a detailed view of the current situation of Advertising in China, which features are different from the other countries in the world, both culturally and legally, and compare it with a discussed famous case, the Benetton Group S.p.A.The paper firstly provides a deep and extensive theoretical framework on advertising concepts and theories. The attention of the reader will be mainly driven through the analysis of the impact of advertisements on the audience and the different ways that have been used in the past to try measure these effects. A presentation of the actual regulation system on the topic will be then presented, in order to give a solid framework that provides the boundaries for the later discussion, especially from an evolving point of view.Secondly the author will provide a multi-layered analysis of the Chinese advertising market. Starting with a historical presentation of the evolution of the advertisement works, and presenting the features of the main communication channels used in China and, more important, the attitude of the Chinese consumers, it will be possible for the readers to gain an understanding on the recent growth of the industry and of its potential for the future.The case study of Benetton Group S.p.A. will then be introduced, to give an example of how a company can develop a global advertising strategy, and how its choices might have influenced the consumers’ attitude through the brand. The author will also provides some tailored suggestions for the company in order to enhance its presence in the Chinese market from an advertising point of view, taking into consideration the Benetton’s global strategy and the local features of the country.