PESTEL ANALYSIS and FIVE FORCES ANALYSIS

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The advertising sector attempts to increase spending on products or services, often as an outsourced part of a business. Using relevant analytical models and concepts apply these to the case to conduct an external analysis and discuss relevant issues that might affect anyone in this industry or sector. You must include a critical evaluation and justification of your model prior to using it for your analysis and then further make some recommendations about what is affecting the advertising industry and what your analysis might say for the future.

1) Carry out a PESTEL analysis of the advertising industry in 2012, with particular attention to megatrends, inflextion points and weaksignals.
2) Carry out a five forces analysis of the advertising industry in 2012. Which forces are becoming more negative or positive for the major advertising agencies?