Magazine article Marketing

Presswatch: Marks & Spencer - 'Pretty Hot'

Magazine article Marketing

Presswatch: Marks & Spencer - 'Pretty Hot'

Article excerpt

'Pick one of the highest- recalled national press campaigns and write about it'. Easy, I thought. Actually it turned into a rather scary lesson on what's happened to national press advertising. Where have all the brand campaigns gone?

I had a wide choice of black-and-white shots of sofas/TVs/paint pots/computers with prices underneath. Now, I'm not knocking it. They probably do a decent job if you're in the market for a sofa/TV/paint pot/computer. But the only standard for judging this kind of advertising is whether it fills the retail parks of Great Britain this weekend, which doesn't really make for good review copy.

Which brings me on to Marks & Spencer or, as it is generally referred to in the press, 'the ailing retailer, Marks & Spencer'. These ads feature a product shot and a price, but there the similarity ends.

I'm the target audience: the 30-something woman who used to buy the odd thing from Marks & Spencer. When someone commented favourably on it, I could say smugly, 'Actually I picked it up in M&S. They're so good for basics.'

'Used to' is the key to the problem. …

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