Benetton\'s Global Advertising strategy is to use the same Billboards across the

Question

Benetton's Global Advertising strategy is to use the same Billboards across the globe. Their
advertising campaign started from 'the Equality among different ethnic groups' in 1988, to some
social issues which generated controversial feelings, such as 'Aids patients' in 1994 and 'Death
penalty' in 1992. One of the disadvantages of using such kind of approach is:

Cost savings.

Images and symbols might not be locally acceptable.

Consistency of Brand communication.

Generate high brand awareness.

Cost savings.

Images and symbols might not be locally acceptable.

Consistency of Brand communication.

Generate high brand awareness.

Explanation / Answer

The last two options cannot be disadvantages so we ignore them.

Cost savings is also an advantage and perhaps not contextual here.

The second option is correct because creating the same brand identity everywhere may not work unless it is related to some universal appeal (e.g. "open happiness" in case of Coke) in that it will always collide with local sentiments and culture.

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