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Advertising and Marketing Services Industry Report (Global) December 2007
MediaAnalyst, Dec 2007, Pages: 34
This report provides a comprehensive analysis of the industry dynamics for the global advertising and marketing services market. It is divided into six industries: advertising agencies, direct marketing, sales promotion, public relations, market research and outdoor advertising. The report uses proven economic frameworks to provide a balanced and objective assessment of the issues facing the industry.
Questions answered in this report include:
Advertising Agencies
Demand factors
- What are the drivers of demand?
- How have marketing strategies of buyers influenced demand?
- How have buyers made advertising agencies more accountable for their output?
Supply factors
- How have the main advertising agencies raised barriers to entry?
- How competitive is this industry?
- What are the switching costs for buyers of advertising?
Direct Marketing
Demand factors
- How has the industry evolved and boosted demand?
- How do direct marketing agencies derive their income?
- How has the internet influenced demand for direct marketing?
Supply factors
- To what extent has this industry consolidated?
- What are the barriers to entry in this industry?
Sales Promotion
Demand factors
- How is the market segmented?
- What are the drivers of demand?
- How are sales promotion companies remunerated?
Supply factors
- In a market where supply is polarised, how do small companies compete against large companies?
- To what extent have large advertising and marketing services companies consolidated their competitive position?
Public Relations
Demand factors
- What has driven growth in public relations?
- How do PR companies derive their revenues?
Supply factors
- Who are the main players in this market?
- What are the competitive pressures in this market?
Market Research
Demand factors
- What are the drivers of demand?
- How are structural changes among buyers affecting demand?
- What is the threat of substitutes?
- Which segments of the market have the highest switching costs?
Supply factors
- How is supply in the industry organised?
- How do players differentiate their offering?
Outdoor
Demand factors
- What is the size of the market?
- How is demand segmented?
- What are the drivers of demand?
- How have suppliers incorporated new technology to boost demand?
Supply factors
- What has driven consolidation in the industry?
- What are the challenges facing competitors in this market?
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