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 SharmaSubmitted by:Sandeep SinghRahul GuptaNeha dahiya

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HISTORYGeorge 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.

TYPES OF MEDIA PRINT MEDIA

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 MEDIASocial 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 MEDIA 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 2Agency.com (Omnicom) 3DigitasZentropy Partners (IPG)Tribal DDB (Omnicom)R/GA (IPG)Digital@JWT (WPP) Source-

www.adpunch.org

Top advertising agency in India Ogilvy & Mather JWT, J Walter Thompson Mudra CommunicationFCB Ulka Advertising LtdRediffusion DY & RMcCann Erickson India Ltd RK Swamy BBDO Advertising LtdGrey Worldwide (I) Pvt. Ltd. Leo Burnett India Pvt. Ltd.Contract Advertising India Ltd.

Source-/www.chillibreeze.com

Why companies goes for external advertising agencies rather than in-house advertising?

Advantage of external advertising house

1. Specialized expertise2. Team collaboration

between experts3. Time saving.4. Market research5. branding

ExpertiseAs 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 researchBusiness 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.

BrandingAdvertising 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 advertisingInitial 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.