ADVERTISING

Advertising

Advertising

Introduction

This paper has been written with regards to the evaluation of an advertising campaign that was initiated by Marks and Spencer, UK. Theory and models with regards to advertising activities have been implemented and the evaluation of the effectiveness of the activity has been done. The advertising campaign had been very much successful because of which it can be said that it has been appropriate.

Marks and Spencer is located at more than 718 locations across 34 countries worldwide. The company sells products such as clothing, footwear, gifts, home furnishings and foods, however these are sold to the customers under the trademark of St. Michael which has a chain of 294 stores in the United Kingdom. At Christmas time, people make a number of purchases in order to prepare for Christmas Eve, and New Year parties. Therefore, Marks and Spencer had a great opportunity to use their superior quality products with which they could attract customers. The main feature of the products sold by Marks and Spencer is the quality of design and look of the material. This is the reason why the customers in UK know Marks and Spencer for their innovative and high-quality products. This is the most powerful tool that the management of Marks and Spencer can utilize to capitalize on this opportunity. The main competitors of the company are BHS, Debenhams, Derry's and House of Fraser.

Situational Analysis

Although Marks & Spencer has been quite successful, however there was a time when the company was on the verge of facing complete disaster and was facing a possibility of liquidity. The customers in UK had fallen out of love with Marks and Spencer, which was one of the most venerable brands of UK. This was the reason why the annual sales of the company were plunging at an alarming rate, and the almost unthinkable prospect of a takeover by Philip Green was on the cards. This is the reason why the company took assistance form an advertising agency of WPP group; Rainey Kelly Campbell Roalfe/Y&R. the advertising company helped Marks and Spencer in their revival through creative advertising.

Therefore, the ad campaign was run to revive the image of Marks and Spencer among their consumers. The management of RKCR/Y & R displayed the new clothes design and new products of Marks and Spencer through this small advertising campaign. In this campaign, RKCR/ Y & R used a number of celebrities to convey their message of being and trendy by using core values of Marks and Spencer that include quality, design, and value.

The aim of the project was to design a festive campaign for Marks and Spencer. The aim of this project was to make use of the new-year event, and a great way to provide customers of Marks & Spencer a gentle reminder of existence of Marks and Spencer (M&S 2010, pp.1)

Analysis of Macro Environment

PESTEL

Political - Marks & Spencer failed to abide by the British Standards and this was the reason why the company was charged ...