Advantage of external_advertising_house_(1)


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Advantage of external_advertising_house_(1)

  1. 1. 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.<br />Happy-nest<br />Submitted to <br />Dr. Sandhir Sharma<br />Submitted by:<br />SandeepSingh<br />Rahul Gupta<br />Nehadahiya<br />
  2. 2. HISTORY<br />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.<br /> Another early advertising agent in London was Charles Barker, and the firm he established traded as 'Barkers' until 2009 when it went into Administration.<br />In 1864, William James Carlton began selling advertising space in religious magazines. James Walter Thompson joined this firm in 1868.<br />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.<br />
  3. 3. TYPES OF MEDIA<br />PRINT MEDIA<br /><ul><li>Print media is important because it</li></ul> can reach such a large audience, and the great number of<br /> specialized publications enable<br /> businesses to focus in on a<br /> target audience with a specific<br /> set of characteristics.<br /><ul><li>Print media are allowed to advertise </li></ul>most anything, such as cigarettes, <br />liquor, and contraceptives; however, <br />many publications will not accept controversial ads.<br /><ul><li>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.</li></li></ul><li>SOCIAL MEDIA<br /><ul><li>Social media are media for </li></ul>social interaction, using highly<br /> accessible and scalable publishing techniques.<br /><ul><li> Social media use web-based technologies to transform and broadcast media monologues into social media dialogues.
  4. 4. Businesses also refer to social media as consumer-generated media (CGM).
  5. 5. A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value.</li></li></ul><li>RADIO MEDIA<br /><ul><li>Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device.
  6. 6. Airtime is purchased from a station or </li></ul>network in exchange for <br />airing the commercials.<br /><ul><li>While radio has the obvious limitation of </li></ul>being restricted to sound, <br />proponents of radio advertising <br />often cite this as an advantage.<br />
  7. 7. Change in Advertising in the past 200 years.<br />
  8. 8. Top 10 Advertising Agencies in World.<br />Euro RSCG Interaction (Havas) <br />Grey Digital Marketing (Grey Global Group)<br />OgilvyInteractive (WPP)<br />SBI.Razorfish 2<br /> (Omnicom) 3<br />Digitas<br />Zentropy Partners (IPG)<br />Tribal DDB (Omnicom)<br />R/GA (IPG)<br />Digital@JWT (WPP)<br />
  9. 9. Top advertising agency in India<br />Ogilvy & Mather<br /> JWT, J Walter Thompson <br />Mudra Communication<br />FCB Ulka Advertising Ltd<br />Rediffusion DY & R<br />McCann Erickson India Ltd<br /> RK Swamy BBDO Advertising Ltd<br />Grey Worldwide (I) Pvt. Ltd. <br />Leo Burnett India Pvt. Ltd.<br />Contract Advertising India Ltd. <br />Source-/<br />
  10. 10. Why companies goes for external advertising agencies rather than in-house advertising?<br />
  11. 11. Advantage of external advertising house<br />Specialized expertise<br /> Team collaboration between experts<br />Time saving.<br />Market research<br />branding<br />
  12. 12. Expertise<br />As a business owner, your expertise is likely in your product or service area rather than in marketing<br />There are so many aspects to marketing that no one person can be an expert in all of them.<br />
  13. 13. Experts<br /> Experts work together on your advertising campaign<br />Their combined expertise brings more to  your campaign than any one of them alone could<br />
  14. 14. Time saving<br />These experts all spend time on your campaign<br />So that’s time you don’t have to spend.<br />
  15. 15. Market research<br />Business owners may not be strong in the area of market research.<br />Identify the business's target market as well as their key demographics.<br />To determine what type of advertising would be most effective.<br />
  16. 16. Branding<br />Advertising agency can be instrumental in helping a business develop a recognized brand.<br />Agency artists can develop logos and other design features that can become of a part of the business's<br />
  17. 17. Disadvantages of in-house advertising<br />Initial cost for setting up the new entity and hiring competitive personnel.<br />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.<br />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.<br />Inability to come up with fresh ideas and new, creative campaigns.<br />Lack of strategic thinking.<br />