Agency: BMP 4 | Author: Virginia Creer |
Marks & Spencer's sales success an undercover story
SUMMARY
This case history tells a very simple story. It shows a long-term sales effect from advertising. No other measure was sought, or required. The advertiser is not interested in intervening variables.
Marks & Spencer had a new collection of men's underwear in spring 1994 that was, in its terms, quite radical. The traditional Marks & Spencer approach would have been to place it in stores, perhaps with some particular merchandising support, and leave it to fend for itself among its huge regular...