Advertising in MENA Goes Digital

Ilhem Allagui

$284

Hardback

Not in-store but you can order this
How long will it take?

Availability Information

We source books from suppliers in Australia and overseas. For books we don't currently have in stock, the time it takes to get them from our suppliers can vary widely - from a few days to a few months - so we check each book with each supplier to determine the expected time it will take to be supplied to us.

We then advise you accordingly. If the time taken to get any book is too long for you, you can let us know and we will cancel or adjust your order, and refund as required.

To find out the anticipated arrival time for specific items prior to ordering, please contact us by phone or email:

Phone +61 2 9264 3111, or 1800 4 BOOKS (1800 4 26657) if outside Sydney:
option 1 Abbey's Bookshop (Crime, History, Science, Kids & more) • info@abbeys.com.au
option 2 Language Book Centre (ESL & Foreign Languages) • language@abbeys.com.au
option 3 Galaxy Bookshop (Sci-fi, Fantasy, Romance, Graphic Novels) • sf@galaxybooks.com.au

QTY:

English

Routledge
02 April 2019

Media studies; Advertising; Advertising industry

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.

By: Ilhem Allagui
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 498g
ISBN: 9780367076504
ISBN 10: 0367076500
Pages: 226
Publication Date: 02 April 2019
Audience: College/higher education , Primary
Format: Hardback
Publisher's Status: Active

Introduction Chapter 1 Adland in the MENA region. From traditional to digital Chapter 2 Engaging consumers: On new advertising trends and practices Chapter 3 Advertising humor in the MENA region Chapter 4 Advertising to consumers in a religious season Chapter 5 Advertising to women in the MENA region Chapter 6 Online advertising as a revenue stream for media start-ups in MENA Chapter 7 Experimenting with Democracy. Political advertising in the post Arab uprisings Conclusion

Ilhem Allagui is Associate Professor in residence at Northwestern University in Qatar. Her Ph.D. in Communication Sciences is from the department of communication at the Université de Montréal, Canada (2006). She specializes in teaching marketing communication courses including digital and social media marketing, integrated marketing communication, advertising, advertising copy and layout, as well as advertising campaigns.