Analyze of the Ad “Essence of Benetton"

I will base my analyze on the four consumer’s characteristics:

· Behaviographics: The audience measurable response to a product even by searching information in the internet or by watching and observing the Ad. In the case of United Colors of Benetton’s, they analyzed the consumer’s behavior and found that their target audience which is teenagers, are the ones who need such product.

· Psychographics: it concerns the consumers' psychology, attitudes, values and motivations. This information is gathered by assessing the consumer’s lifestyle. This is to say, evaluate the consumer’s favorite products and how they choose them. Also, the company tries to see if their needs are satisfied and if the consumer has a positive attitude regarding the product.

· Demographics: It deals with the consumer’s age, income, gender and ethnicity. By analyzing this Ad, I noticed that the group targeted is composed of both males and females aged between fifteen and twenty. Also, it is clear that the girl is American and the boy seems to be Hispanic. Thus, it is a way to show that the product targets different ethnicities in addition to the fact that there is a use of all colors in the design of the product which is to say the company is against discrimination.

· Geodemographics: It concerns people leaving in the same geographic area and thus shares the same consumption habits.