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ar 2016, women still do a lot of the buying for the household and therefore by targeting women on their home page, they are indirectly offering them the other areas of the site for their perusal also. The tag-lines on the Menswear and kids-wear pages are also aimed at women as well as men. They continue to talk about interests of women, the perfect fit and fashion.

Advertising Campaign

Oxendales advertise their online business in a number of ways. They use different online sources and some physical ways to advertise (as opposed to intangible online advertising).

Their latest advertising technique is to sponsor television shows. They are the current sponsor of the popular television drama 'Downton Abbey'. This means that every time the show is on television, the Oxendales brand is shown on-screen prior to the start of the episode and at the start and end of every advertisement break. This is more than just advertising of course as they are also positioning their Brand next to the aristocratic gentry of a period now long since passed. The nobility and wealth of the families portrayed in the show places Oxendales into a high class light by association.

They also advertise on television on daytime television. Ireland AM is a popular morning show mostly for stay at home mothers and unemployed people. The latest fashions available from Oxendales can be seen quite often being modelled on this show. Ireland AM also tend to use real people as models rather than incredibly beautiful sculpted catwalk ladies and gentlemen. This is good for Oxendales as they are trying to sell their brand to the people in the street. On the negative side, using normal people their clothes may not look as glamorous as they would on a professional model.

Oxendales advertise online on such sites as hotfrog.ie and rollercoaster.ie. The former is a business directory and this type of advertising is quite astute as people use business directories all the time to locate phone numbers and addresses. Having an ad in such a place should serve the company well. The latter, rollercoaster.ie is a parent and pregnancy site. One can immediately see what Oxendales intentions are here. They are appealing to the mother on behalf of the child; they sell for both.

Their online presence also stretches to social media. Not only do they have their various social media pages but they also have paid advertisements in the side bars on the various pages on various sites.

Finally, they use the old fashioned paper and card as advertising media. Quite often in glossy women's magazines, postcard sized spam cards will fall out when opened. This 'junk' often consists of various offers and advertisements for different shops, both physical and online. Oxendales do advertise in this manner. They also buy advertisement pages within the magazines pages.

Their other paper advertising is through their own full and mini-catalogues. The full Oxendales catalogue is only available through request from their site. However, the mini-catalogues showing their latest offers are sometimes distributed through people's letterboxes and as a third party supplement in Sunday Newspapers.