Page 32 - final flipbook

The survey results were analyzed from both a descriptive and quantitative
point of view with the aim to check the difffferent perceptions as regards sustainable

fashion and circular economy in fashion, focusing mainly on the so-called Generation

Z. The results of the analysis proved to be consistent with the theoretical framework
and confifirm the relevance of sustainability issues in the fashion industry today in

driving the demand of Generation Z, by considering a gender perspective. Moreover,
the circular economy is descriptively analyzed with the aim to understand the

relevance of the difffferent facets for the entire sample of respondents.

Patrizia Gazzola 1 , Enrica Pavione 1, Roberta Pezzetti 1 and Daniele
Grechi

2.10.2 Television Commercial

Marketing techniques using electronic media or digital marketing are now
increasingly in various forms. Ranging from websites, social media, to native

advertising continues to color its development as a means of marketing. "It is

increasing day by day. Many companies are moving from traditional media
(television or banner advertising) to digital because it is considered the most

cost-effective means," said AXA Indonesia Chief Marketing Officer (CMO), Colin
McDougall, at the event 'GetCRAFT Jakarta Content MeetUp MarketingTuesday

(7/2/2017) ago. The effectiveness of the digital concept as a marketing medium was

also recognized by IPG Mediabrands Technical Advisor, Pradeep Harikrishnan. He
said most companies in Indonesia generally spend 10 to 15 percent of their total

marketing budget through digital channels.

However, Pradeep continued, marketers or marketing teams should carefully

consider choosing marketing tools so that sales targets can be achieved. The two
CMOs at the MeetUp event agreed that one of the best ways to choose the right

media is to make calculations. Measurements at the micro level, such as click
through rate or number of clicks on ads, number of visits to a website, or

impressions (the number of ads detected by website visitors), can indicate the
effectiveness of a marketing channel.

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