Advertising in MENA Goes Digital (Hardback)
  • Advertising in MENA Goes Digital (Hardback)
zoom

Advertising in MENA Goes Digital (Hardback)

(author)
£115.00
Hardback 226 Pages / Published: 02/04/2019
  • We can order this

Usually dispatched within 3 weeks

  • This item has been added to your basket

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.

Publisher: Taylor & Francis Ltd
ISBN: 9780367076504
Number of pages: 226
Weight: 608 g
Dimensions: 235 x 159 mm

You may also be interested in...

Positioning: The Battle for Your Mind
Added to basket
How to Write a Good Advertisement
Added to basket
The Anatomy of Humbug
Added to basket
Enamel Advertising Signs
Added to basket
Creative Advertising
Added to basket
Wally Olins. Brand New.
Added to basket
Google AdWords For Dummies
Added to basket
Primalbranding
Added to basket
£11.99
Paperback
100 Ideas that Changed Advertising
Added to basket
Ogilvy on Advertising
Added to basket
Get Up to Speed with Online Marketing
Added to basket
Mid-Century Ads
Added to basket
£15.00
Hardback
The Adweek Copywriting Handbook
Added to basket
A Technique for Producing Ideas
Added to basket

Please sign in to write a review

Your review has been submitted successfully.