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Merchandising/Marketing/Retailing: Branding

Popular Advertising Advice for Fashion Entrepreneurs: A Summative Content Analysis

Authors
  • Kelcie Slaton (University of North Texas)
  • Tammy R Kinley (University of North Texas)
  • Lynn Brandon (University of North Texas)
  • Priscilla Connors (University of North Texas)

Abstract

Reaching the target market through thoughtful ways is an important aspect of any business. Effective advertising strategies can help insure top performance, company growth, and an increase in customer loyalty. Wisdom concerning best target marketing practices is available in many places. The purpose of this study was to determine the most popular fashion advertising channel for reaching target markets.A three-pronged summative content analysis of internet resources, popular press books, and academic textbooks was used to address the objectives. In total, 194 different advice points were collected from the searches conducted via Google articles, popular press books, and marketing textbooks.The ten frequently mentioned advertising advice points from the three areas of data collection were social media, websites, blogs, email advertising, influencers, videos, mobile applications, TV ads, search engine optimization, and Facebook page. This research sought to identify the advice a fashion entrepreneur can access when researching effective advertising channels. As a result, these findings can provide a solid starting point to creating an advertising strategy.

How to Cite:

Slaton, K., Kinley, T. R., Brandon, L. & Connors, P., (2018) “Popular Advertising Advice for Fashion Entrepreneurs: A Summative Content Analysis”, International Textile and Apparel Association Annual Conference Proceedings 75(1).

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Published on
2018-01-01

Peer Reviewed

License

Creative Commons Attribution 4.0