Towards Achieving the Success in Communication Campaign: A Study on Marks and Spencer

Abstract

Marks and Spencer (M&S) suffered from losing its customers’ trust and confidence which substantiated significant decline in sales since the beginning of this century, especially in 2004. But M&S developed a new marketing communications strategy following the McQuail’s communication approaches that touched customer’s heart and eventually M&S regained previous image and crowned with the top honor at the Institute of Practitioners in Advertising's annual effectiveness award. This study discusses how McQuail’s communication approaches have been used in the M&S’s communication campaign for which it regained its customers’ trust. It is expected that business firms of the world will get directions and guidelines in designing their communication message and thereby regaining and retaining the customers’ loyalty and trust.