A Message Without Words
We have to examine our existing advertising network, to determine if this message a proper fit for our current methods of advertising. Will this message work in our in the current
magazines, billboard network (buildings, Times Square, etc., in transit stations, on trains and buses), in our stores and within our established social media network, already in place; which has been used in our other social cause promotions? Should this campaign be just domestic or global and include our international advertising?
2. Environmental Analysis – the conditions under which we will operate.
During this stage, a SWOT analysis will be performed, to determine the strengths, weaknesses, opportunities and threats associated with matching adoption and the Benetton corporate image. Because we are operating within the framework of a retailer promoting their stores and products, as well as, this social cause, we will address each of the following conditions:
a) What are the internal and external conditions under which this marketing program must operate?
Internally, what is Benetton’s corporate governance policy and how have they handled their promotion of social causes in the past? Because much of Benetton’s social promotion has been so