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.
