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External Factor Evaluation

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External Factor Evaluation (EFE)
A- Governmental Analysis (PEST):
Political

Economic

Social

Technological

- Governmental pressure about dangerous product - Legal aspects specific to a country changes the advertising industry preferences and target
- Economic crisis: Advertising has been affected by financial meltdown/recession
- Ads’ price
- Taxes increasing
- Row material’s prices increasing
With changes in social values and ethics, it’s the advertisers that have to change their way so as to connect with the society.
- Too much ads in the street could have negative effect on people
- Consumer behavior has changed
- Not reading written press anymore
Technological advancements: With growing internet reach and other technological advancements, advertisers target viewers in every medium (phone, TV, tablets, digital billboards). YouTube, Facebook target viewers with displaying ads that are customized to users interests.
- New support of communication
- Innovation increasing

Negative

Negative
Negative
Positve
Negative

Positve
Positve

B- Industrial Analysis:
1- Rivalry Among Competing Firms:
• Intensity of rivalry among existing competitors is high. If we look at the market share of existing customers there are no dominant players. Most of the advertising companies are under a single corporate umbrella and the parent companies are sharing the advertising space.
• With increasing use of technologies and different mediums of advertising, there is always a constant run for the new innovative ideas and improvement in advertising techniques’ 2- Potential Entry of New Competitors:
• Product engagements with advertising companies are long term and customers keep going to the same advertiser.
• The ad-space needed to reach to masses is expensive and is not easy for new players to enter or to get space in them.

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