| Description |
1 online resource (243 pages) |
| Contents |
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? |
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Why Beirut? Lebanon Contribution to the MENA Advertising IndustriesEmbracing 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 |
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Results and Awards3 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 |
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Brand Messaging and Promotions in RamadanCase 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) |
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BackgroundProblem/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 |
| Notes |
Conclusion |
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Print version record |
| Subject |
Internet advertising -- Middle East
|
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Internet advertising -- Africa, North
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Digital media -- Middle East
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Digital media -- Africa, North
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Digital media.
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Internet advertising.
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North Africa.
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Middle East.
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| Form |
Electronic book
|
| ISBN |
9781000006957 |
|
1000006956 |
|
9781000000122 |
|
1000000125 |
|
9781000013481 |
|
1000013480 |
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9780429268908 |
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0429268904 |
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