Answer All Ouestions. Marks) (2 X 10 Marks = 20 Case study 1 House of Fraser House of Fraser wanted a digital advertising campaign that would support its Summer Sale activity in the Women's and Men's Clothing and Home and Garden' categories ad increase its following across House of Fraser's online and offline channels (including 62 House of Fraser bricks-and- mortar shops, the House of Fraser commerce site and House of Fraser's direct outlet on ebay.co.uk) The campaign sought to engage with its target market through highly targeted adverts, served on cbay.co.uk. It used eBay's real-time transactional, search and geographical data to identify and target those shoppers who would be most interested in hearing about special offers from House of Fraser House of Fraser leveraged eBay's Online Retail Media (ORM) proposition to increase campaign advertising awareness and sales across multiple sales channels, including offline. In fact, despite all advertising being linked directly to House of Fraser's eBay outlet, 72% of sales took place on House of Fraser's own ecommerce site while there was a very positive impact on visiting and purchasing intentions in bricks-and- mortar stores. In particular, a high uplift in intent to visit stores (16%) and a 14% increase in propensity to purchase. The results: A survey of 2,700 eBay Advertising users showed: . Increased advertising campaign awareness: 44% uplift in advertising campaign awareness among eBay users within first week of the campaign, which was maintained throughout. -Uplift in visit and purchase intention Campaign had significant impact across all sales channels, with visit and purchase intention each respectively seeing an uplift of: 25%/ 12% in House of Fraser's eBay outlet: 16%/ 14% in store; and 25% each on House of Fraser's website. - Shoppers also exhibited an increase in positive brand associations, in particular 'high quality up 16%, 'offers attractive products' up 12% and good women's clothes up 10% Q.1 Explain the advertising strategy adopted by house of eraser? Q.2.Expalin how store based and non stoe based retailing has an impact on business and consumers with reference to the above case study. Case study 2