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But as stated in its own company's Website, sales of Benetton products have fallen from 2,098 billion euros in 2001 to 1,686 billion euros in 2004.
In this paper we will analyze, the role that some external influences have taken on the drop on sales for the Benetton Group. We will also try to find a link between Benetton's controversial advertising campaigns around the world and consumers perceptions towards the brand's products.
Benetton's advertising campaigns
In 1989, Benetton became the first company to eliminate pictures of its products from its advertisements. In their place, Benetton uses images of AIDS victims, racism, war, and death row inmates...
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Common topics in this essay:
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