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Advertising in MENA Goes Digital (Paperback)
Loot Price: R1,292
Discovery Miles 12 920
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Advertising in MENA Goes Digital (Paperback)
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Total price: R1,312
Discovery Miles: 13 120
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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.
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