Advantage of external_advertising_house_(1)
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Advantage of external_advertising_house_(1)



MBA students of CBS presents

MBA students of CBS presents



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    Advantage of external_advertising_house_(1) Advantage of external_advertising_house_(1) Presentation Transcript

    • Making the decision to use an external advertising agency as opposed to an in-house program for advertising or some other aspect of the advertising function is difficult.
      Submitted to
      Dr. Sandhir Sharma
      Submitted by:
      Rahul Gupta
      George Reynell, an officer at the London Gazette, set up what is believed to be the first advertising agency in London, United Kingdom, in 1812.
      Another early advertising agent in London was Charles Barker, and the firm he established traded as 'Barkers' until 2009 when it went into Administration.
      In 1864, William James Carlton began selling advertising space in religious magazines. James Walter Thompson joined this firm in 1868.
      Thompson hired writers and artists to form the first known Creative Department in an advertising agency. He is credited as the "father of modern magazine advertising" in the US.
      • Print media is important because it
      can reach such a large audience, and the great number of
      specialized publications enable
      businesses to focus in on a
      target audience with a specific
      set of characteristics.
      • Print media are allowed to advertise
      most anything, such as cigarettes,
      liquor, and contraceptives; however,
      many publications will not accept controversial ads.
      • The two most common print media are newspapers and magazines, but print media also include outdoor billboards, transit posters, the yellow pages, and direct mail.
      • Social media are media for
      social interaction, using highly
      accessible and scalable publishing techniques.
      • Social media use web-based technologies to transform and broadcast media monologues into social media dialogues.
      • Businesses also refer to social media as consumer-generated media (CGM).
      • A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value.
      • Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device.
      • Airtime is purchased from a station or
      network in exchange for
      airing the commercials.
      • While radio has the obvious limitation of
      being restricted to sound,
      proponents of radio advertising
      often cite this as an advantage.
    • Change in Advertising in the past 200 years.
    • Top 10 Advertising Agencies in World.
      Euro RSCG Interaction (Havas)
      Grey Digital Marketing (Grey Global Group)
      OgilvyInteractive (WPP)
      SBI.Razorfish 2 (Omnicom) 3
      Zentropy Partners (IPG)
      Tribal DDB (Omnicom)
      R/GA (IPG)
      Digital@JWT (WPP)
    • Top advertising agency in India
      Ogilvy & Mather
      JWT, J Walter Thompson
      Mudra Communication
      FCB Ulka Advertising Ltd
      Rediffusion DY & R
      McCann Erickson India Ltd
      RK Swamy BBDO Advertising Ltd
      Grey Worldwide (I) Pvt. Ltd.
      Leo Burnett India Pvt. Ltd.
      Contract Advertising India Ltd.
    • Why companies goes for external advertising agencies rather than in-house advertising?
    • Advantage of external advertising house
      Specialized expertise
      Team collaboration between experts
      Time saving.
      Market research
    • Expertise
      As a business owner, your expertise is likely in your product or service area rather than in marketing
      There are so many aspects to marketing that no one person can be an expert in all of them.
    • Experts
       Experts work together on your advertising campaign
      Their combined expertise brings more to  your campaign than any one of them alone could
    • Time saving
      These experts all spend time on your campaign
      So that’s time you don’t have to spend.
    • Market research
      Business owners may not be strong in the area of market research.
      Identify the business's target market as well as their key demographics.
      To determine what type of advertising would be most effective.
    • Branding
      Advertising agency can be instrumental in helping a business develop a recognized brand.
      Agency artists can develop logos and other design features that can become of a part of the business's
    • Disadvantages of in-house advertising
      Initial cost for setting up the new entity and hiring competitive personnel.
      Those creating their own ads may have difficulty conceptualizing their product and its target consumer objectively. As a result, their ads may lack the vision that an outsider’s perspective can bring.
      In addition, reputable advertising agencies usually have established contacts through which they can secure highly visible ad space. Without this resource, in-house departments may have trouble reaching their target customer.
      Inability to come up with fresh ideas and new, creative campaigns.
      Lack of strategic thinking.