PEST analysis Advertising Industry India

Most of us are consciously trying to ignore the industry that determines the way we live. The industry silently persuades us into something or the other without we ever realizing it. But this industry gets less respect and many harsh words are spoken about it. Yet, its impact is profound on the very fabric of our lives. Thinkers dub it as the ‘spark’ that runs the ‘economy engine’ and critics call it as the ‘evil thing’ that constantly creates wants! Yes, it’s the advertising industry.

Advertising is one of the oldest industries. Traditionally, agencies that sell media space at a commission have given birth to present day’s advertising agency. Then, their sole purpose is to act like media space selling agents and thrive on 15 percent commission. Gradually, they started to offer whole range of allied services like, providing creative ideas, media planning and coordinating in so- called below the line activities. Thus, media space selling agencies evolved to become mod...