Advertising in MENA Goes Digital (Routledge Research in Cultural and Media Studies)

An inside story of local, regional and global advertising in the Middle East. Grounded in empirical research and theories, this book explores the evolution of advertising practices, audiences, digital media and communication technologies in increasingly complex MENA environments.Advertising in MENA Goes Digital draws on empirical research and theories to explore how the adoption of digital technology in the Middle East and North Africa, through information and communication technologies, social media and mobile, have shaped creative advertising solutions. Through key case studies of marketing in the pan-Arab market from regional and global brands as Procter & Gamble, Olay, Vimto, and MTV Arabia, the book sheds light on the intricate relationship between technological and societal development and advertising practice. It examines cultural constituents such as humor, religion and gender, political advertising driven by the new wave of democracy in the region and digital activism, technological and digital transformations and the economic ways advertising support new media start-ups. Supported by examples and campaigns, the book discusses the way global or regional brands standardized or localized their messaging while adopting international techniques but market-oriented solutions.The book will key reading for scholars and students in advertising, marketing, business, journalism, cultural studies and media in addition to Middle East Studies. It is also an essential text for media and marketing communication industry professionals, and will appeal to those interested in the global-local dichotomy and promotional communications. Cover Half Title Series Page Title Page Copyright Page Dedication Contents List of Figures List of Tables Acknowledgements Introduction Advertising, IMC and Debate about Terminology Advertising Creativity or Data Creativity? A Profile of the MENA Region About this Book 1 Adland in the MENA Region. From Traditional to Digital From the Pyramids to Media Cities: The Structure of an Industry Television and the “Pan-Arab” Advertising Market Media and Advertising Expenditures Advertising and Creative Talent in MENA Dubai Lynx Stars: The Epitome of Advertising Talent? Why Beirut? Lebanon Contribution to the MENA Advertising Industries Embracing Digital Platforms in MENA How do Agencies Respond to Increasing Digital Demand? 2 Engaging Consumers: On New Advertising Trends and Practices Experiential Marketing: A New Priority? Engagement through Brand Experiences Branded Content: Another New Marcom Trend? Empirical Research: Successful Branded Content through Prizewinning Campaigns Engagement through Smartphones: An Opportunity for MENA Advertisers Case Study. OMO: The Dullest Ad in History (2017) Case Background Problem/Brief Strategy Discussion Results and Awards 3 Advertising Humor in the MENA Region Egypt, a Native Market for Humorous Commercials Humor, Advertising and the Cultural Context Hofstede’s Dimensions of Culture in MENA Humor in Regional Brand Messaging Brands and Humor in a Borderless Social Media Era Case Study. Cheyef 7alak: Social Campaign for Attitudinal Change (2011) Background Problem/Brief Strategy Execution Discussion Results and Awards 4 Advertising to Consumers in a Religious Season Religion, Ramadan and Media Advertising and Islamic Marketing Research Ramadan’s New Media Context Brand Messaging and Promotions in Ramadan Case Study. Vimto: A look into brand evolution (2006–2016) Background Strategies and Execution Discussion Results and Awards 5 Advertising to Women in the MENA Region The Market of Modern Women from MENA Targeting Females: Beyond Feminism The Five Pillars of Advertising to Women in MENA The Rise of Influence Marketing in MENA Case Study 1. Hariri Foundation’s Khede kasra. Women’s empowerment campaign (2008) Background Problem/Brief Strategy Executions Discussion Results and Awards Case Study 2. Olay – Eyes of Arabia Campaign (2010) Background Problem/Brief Strategy Discussion Results and Awards 6 Online Advertising as a Revenue Stream for Media Start-ups in MENA MENA Entrepreneurship Context The Start-up Ecosystem in the MENA Region Advertising as a Business Model for Media Start-ups The Premium Model: A Long Way to Go 7 Experimenting with Democracy. Political Advertising in the Post-Arab Uprisings Calling the Electorate to Vote: Ben Ali’s Publicity Stunt Perspectives on Political Advertising Political Advertising in MENA The 2014 Tunisian Presidential Elections Digital Media for the Election Campaign Conclusion On Advertising Ethics and Regulation On Digital Advertising in MENA Index Advertising in MENA Goes Digital draws on empirical research and theories to explore how the adoption of digital technology in MENA affecting the advertising industry, what forms of advertisements have emerged from the industry globalization and adoption of new technologies, and, specifically, the ways in which advertising in MENA has d