1. Introduction 2. http://www.studymode.com/essays/Advertising-In-Fashion-Industry-494525.

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Various writers have viewed advertising from different perspectives. Advertising is a tool of marketing for communicating ideas and information about goods and services to an identified group, which employs paid space or time in the media or uses another communication vehicle to carry its message. It openly identifies the advertiser and his relationship to the sales effort (Wanoff, 1997). Advertising can also be defined as any paid form of non-personal communication about an organization, product, service or idea by an identified sponsor (Bennet, 2006). Advertising is any paid massage presented through various media, such as television, radio, magazines, newspaper, or billboards by an identified source. Advertising is a non-personal communication paid for by an identified sponsor who isrelayed through various media with the aim of influencing peoples behavior towards the advertisers products and services at the lowest possible cost. (APCON, 2002). Frank (2005) defined advertising as the aim to persuade people to buy. Advertising as the dissemination of information concerning an idea, service or product to compel action in accordance with the intent of the advertiser. Advertising is a controlled identifiable information and persuasion by means of mass communication media (Borden, 2007). Advertising is the non-personal communication of marketing-related information in a target audience, usually paid for by in order to reach the specific objectives of the sponsor. (Bennett, 2006). Advertising is a message paid for by an identified sponsor and delivered through some medium of mass communication Advertising has been an integral part of marketing since the origins of commerce and free enterprise. With the advent of printed word came a new and more widespread medium to bridge the communication gap between the producer and the consumer. To this day, print advertising can be viewed in vehicles such as newspapers, magazines, and catalogs. The next revolution in advertising came with the invention of the radio. Later, the television became a prevalent and dominant augmentation to print advertising. Television, radio, and print advertisements have remained essential to a companys successful marketing of its products. Today, however, with the explosive growth of the Internet and mobile devices, advertisers have an even greater opportunity to reach a broader audience more quickly. This opportunity comes from online advertising, which is advertising that uses the Internet or more generally, the electronic or online media to deliver marketing messages, attract new customers, and retain existing customers. Since its inception, the Internet has been a testing ground for different marketing approaches to online advertising. The advancement of Internet technology has propelled online advertising from simple text ads to interactive ads with video and sound. Historically, the widespread use of low bandwidth dial-up connections placed limits on the amount of memory that could be devoted to individual ads. Today, however, public accessibility and high-speed connections have allowed many online advertisers to exploit new and innovative tactics to reach their target markets.

Different Types of Advertising: Print Advertising Newspapers, Magazines, Brochures, Fliers Outdoor Advertising Billboards, Kiosks, Tradeshows and Events Broadcast advertising Television, Radio and the Internet Covert Advertising Advertising in Movies SurrogateAdvertising Advertising Indirectly Public Service Advertising Advertising for Social Causes Celebrity Advertising Social media

Social media marketing is effective for different sizes of companies. Larger companies, use this medium to refine product effectiveness and enhance sales efforts. Whereas small companies use these tools to establish name recognition and brand loyalty. Both large and small companies benefit from the ability to talk to the everyday customer, and share upcoming improvement, new products and ideas to keep them interested and informed. It is a great method for all companies to create excitement and urgency around products. As with internet message boards, the more that companies are able to get people talking about your products, the more likely those consumers will continue to be customers. I heard a quote that it does not matter if people are talking about your product in a good or bad way; you are getting your product out there anyway.(Sweeney) As long as the

publicity is out there it is likely positive. In a copy of Communication World last year; Angelo Fernando talked about this issue of getting people talking about your brand. He shared a story about a BMW customer chat room (http://bmwboard.com). People would discuss negative items such as water pump leaks and issues unflattering to the brand. But did they stop the interaction? They might have done so in the past, but in the new brand world, marketers recognize that this discussion is what keeps brands alive. Through this free interchange of complaints and suggestions, consumers feel empowered and engaged in the improvement of products which could lead to better brand loyalty and better product development.

Ten Digital Trends Set to Go Mass-Market In 2012:

As a global digital agency, one of our top priorities is keeping our collective finger on the pulse of consumer appetites and behavior in digital media. Below, our take on the top 10 digital trends for 2012 that will go mass. 1.Your inner circle We seek to mirror our social personals in the digital world. But so far, digital has forced us to bring together not only our social selves, but also our professional and familial ones, and present a single persona to everyone we keep in contact with online. The average Facebook user has 130 friends, from BFFs to new acquaintances. Thanks to new filters on social networks, we can at last separate more easily and filter the people we know and decide with each post we share what portion of our friends will access it. Look for greater sophistication in filtering techniques on social networks over the next 12 months. Examples: Google circles, Facebook Groups, Twitter Lists 2. Personalized news We currently create more information in a year than we ever have historically. Understandably, overwhelmed by the plethora of information online, people need ways to navigate relevant information and choose what to read. Already, RSS feeds and social networks facilitate the process through integration with news sites that allow users to generate passive status updates by posting content to the wall. Now, applications that sort content based on digital friendship are emerging. The result: social reading is the new standard in online content consumption. Examples: Percolate, News.me, Counterparties, Flipboard, Zite

3. Rent, don't own Today we can get more entertainment for less. The average Netflix user spends over 11 hours per month watching movies. Digital has changed our sense of ownership and the behavior of renting is extending into categories beyond media and car rental where we realize that our use for certain products is limited and therefore do not warrant a purchase think of infant clothes or art for home or office interiors. Examples: Plumgear.com, Artsicle.com 4. Seamless transactions We're always demanding that our processes become more efficient, quicker and safer, especially when it comes to our bank account. We now carry at least one screen with us at all times. Forty percent of US consumers own a Smartphone, which has becomes so much more than a phone. Transactions are quickly becoming fully integrated with our screens in multiple ways, from paying with our phones to executing financial transactions. Expect to see additional shifts in how we conduct our banking and financial matters. Examples: Bitcoins, Google Wallet, Monitise, Square Card, Facebook Credits 5. Home, body, web Technology is fast reaching a tipping point where it is both sufficiently small and affordable (well,almost) to allow us to monitor our bodies and adapt to our environment automatically. In San Francisco, over 1700 members of "Quantified Self," a MeetUp group focused on personal measurement whether through geotracking, life-logging or personal DNA sequencing. Our interest in leading healthier lifestyles, and automating the process through technology and sharing our results and experience, is increasing dramatically. NikePlus was only the beginning. Examples: Nest.com, Jawbone Up 6. Ubiquitous accessibility Moore's Law predicts that data storage capabilities double every two years, so our demand for data and data accessibility is huge. With the cloud, physical storage space is becoming obsolete. We access data from multiple devices, whether at home or on the go. Not long ago we stored our digital files locally, but the development of the cloud allows us to store larger amounts online. This is a storage solution that will become more prevalent as companies allow cloud access and service offerings drop in price. Examples: Bitcasa, DropBox, Google Docs, Instapaper, iCloud, SkyDrive

7. The reliable subscription We are creatures of habit and we want availability of the products we love in our busy lifestyle. In the past decades we have become an increasingly time-starved society, limiting our availability to maintain our routines. Subscription services are making a comeback and allowing us the reliability of indulging in our favorite habits. Examples: ManPacks, PlaneRed, Lollihop, Memberly 8. Short-term nostalgic obsessions Nostalgia has always been integral to our culture, but being able to catalog everything we do, everywhere we go, whom we see and where we travel has created a new obsession with the recent past. We like to analyze our recent life through check-ins and status updates and to enhance our tactile experiences by bringing digital things to life. As we become more immersed in digital objects, our desire to revisit the not-so- recent past will increase. Examples: Little printer, Instaprint, FoursquareAnd7YearsAgo 9. Location-based discovery Seeing the same place through someone else's perspective enriches it with new meaning. We want to discover and share the hidden gems around us. Interactive websites and mobile social apps are helping us make creative archives on locations. We catalogue these discoveries and geo-tag them to participate in an evolving public portrait of a place, creating a collective multimedia experience. Examples: MyBlockNYC, Trover, Foursquare Radar, Google Maps, Tour Wrist 10. Control over data Data has become an intricate part of our lives. We're now able to quantify all our digital actions and more services catering to specialized activities have emerged, from tracking our web history to monitoring a car's fuel consumption every inch of travel. We are becoming aware of the value of the data we share online, and may start making decisions differently perhaps, charging for access to our data. Examples: Ford Sync, LastFM, Goodreads, reading.am, Voy.url

1.1 Effective Advertising Strategy Framework and Examples An effective online advertising strategy framework aims at targeting the right person at the right time online. It is based on developing effective answers to five questions. 1.1.1 Who to Advertise to? An effective online advertising strategy should focus on not only on the demographics and psychographics of users as in the case of traditional advertising, but on their Internet usage characteristics as well. A web site should segment users into different groups such as guests, registered users, and first-time visitors to understand their different needs. It could use clickstream data (data collected on a web site using cookies to track visitors progress) to identify the differing needs of different segments and target the appropriate segments of users. 1.1.2 What to Advertise? Marketers are often criticized for using online advertising more for enabling online transactions and not for offering enough information about their goods or services or brands. More consumers use the Internet for information search rather than for purchasing goods and services. However, due to size limitations of online ads relative to print advertisements, it is hard to design an advertisement that can offer all the information, as well as a call to action. Therefore, online advertisers need to make judicious a judicious trade-off between information content and call to action. 1.1.3 How to Advertise? This question refers to the choice of type of ad (e.g., banner, pop-up, and paid search). It depends on the overall advertising strategy for the brand and the product. Given the pros and cons of these different types ads as discussed earlier, an online advertiser should pick one or more of these types for the particular brand and product. 1.1.4 Where to Advertise? This question addresses the media vehicle or web site (e.g., Yahoo, CNN, AOL) on which to advertise. One of the challenging tasks in developing an online advertising campaign is to determine the sites that form the source of a firms online traffic and to advertise on those sites. A simple strategy is to advertise on portals and search engines for maximizing reach, but it can be very expensive, especially with escalating prices for prime locations on the web sites of portals and search engines. By determining which web sites are directing traffic to the firm s site, the firm may be able to increase traffic flows while decreasing its total online advertising expenditures.

1.1.5 When to Advertise? This question refers to the place and time when online ads should target consumers. Should consumers be targeted when they access the Internet at work or at home? Often, the answer to this question depends on the product and the demographic characteristics of the consumer. In addition, after a consumer reaches a firms web site, when should he/she be targeted for an online ad? With regard to pop-up ads, the time immediately after a consumer reaches a web site may be the most effective time to advertise.

2.Literature review ad conceptual framework 2.1 Nature of Advertising Advertising is much more complex than could be really imagined. Placing cause and effect is much more difficult in advertising than in the physical science. This is because it is not easy to control the various factors that could be regarded as contributory in an advertising environment. For instance, a company cannot categorically claim that a particular advertising campaign was solely responsible for recorded increase in its sales at the end of the campaign. Other unrecognizable factors like higher income for potential customers, reduction problems of competitors, improved customer relation of distributors and retailers and other unnoticeable factors apart from the campaign may be responsible for the companys improved sales. It is also difficult to classify advertising as either an art or a science. In general, creative people regard advertising as an art and themselves and artistes who through their creative ability device effective ways of communicating advertising ideas that will persuade potential customers to use a product, service or an idea. However, people who work in the area of advertising as part of marketing mix often emphasize the science of advertising. This is because they see advertising as part of a mixture of elements combined in a marketing plan to achieve an effect. This, of course looks quite scientific. Whether we emphasized the art or science of advertising, we must concede the fact that like many other fields of social endeavour, advertising is becoming more and more measurable and scientificsource. But because it deals with people and its main products are artistic expressions of human creativity, it will never be an exact science but a social science. (Frank , 2005) 2.2 Scope of advertising The scope of advertising anywhere could be measured in terms of the volume of money involved in the advertising business, the number of personnel in the industry, the standard of professional

practice, the sophistication of equivalent and material use in advertising practice and other numerical parameters (Sandage, 1999). Amounts realized by the broadcasting media from commercials annually. Amounts realized by the print media from advertising annually.(the print media solely depends on revenue from advertising for survival) The number of advertising agencies and agents in the country. The presence of many agents is an indication of the profitability of the advertising business. The number of billboards on our roads and the cost of mounting them up. The amounts expended on producing advertorial publications for both the print and electronic media. The volume of remunerations paid to personnel in the advertising business could be appreciated by considering the various organizations whohandle or use advertising and employ advertising practitioners and allied workers on full time or part time basis. Such organizations include advertising agencies, the mass media and advertisers.