The name of the campaign can be referred to as being “Your M & S” that has been developed in accordance with a similar campaign that had been implemented in the year of 2006 and the one that had been considered and declared as being the most effective effort of advertisement within the entire United Kingdom. However, it has been assumed that even though, with the implementation of this particular, the organization will not be able to overcome all of the difficulties involved, there will be an increase in the level of profits and level of sales. In addition to this, this particular campaign shall contribute in turning the phase or the situations with respect to the difficulties (Cane 2005). It has also been demonstrated that there is a presence of an extremely fine line amongst failure and success within the procedures of promotion as well as advertisement that is the reason of considering it as an extremely exciting and challenging activity for the business.
In consideration with this need and issues, this paper shall be focused on the development of an Integrated Marketing Campaign for ensuring the success of the brand again within the entire industry that will be a major contribution in increasing the competitive advantages as well. Promotion of products and brands can be considered as a key activity within marketing. However, a number of campaigns had been failing due to a similar and significant reason (Murphy 2008). The developers of the campaign had been based on an assumption that the activities related to promotion are the only activities within the successful marketing of the brand. Hence, with respect to this particular consideration, this campaign shall be considering the broader context of promotional activities.
The activities related to promotion can be extremely broad and all of the aspects should be considered while planning and developing the campaign for Integrated Marketing Communications. These are referred to as the techniques of mass communication. Hence, this particular campaign shall be considering these techniques and these shall be considered further ahead within this particular campaign (Grande 2007). Combining or merging all of these techniques within one particular heading, then these are referred to as the promotional mix and there is an involvement of seven key elements. With respect to the factors of pricing, there is a need for blending every aspect related to the marketing mix together in a careful manner. There must be alignment in the promotional mix chosen with respect to the decision that has been made in consideration with distribution, pricing, and product for the communication of benefits with a larger area of market being targeted.