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Advertising in MENA Goes Digital (Routledge Research in Cultural and Media Studies) by Ilhem Allagui is a nonfiction available to read on EtoBox.

What is Advertising in MENA Goes Digital (Routledge Research in Cultural and Media Studies) about?

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

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

Author

Ilhem Allagui

Publisher

Routledge

Published

2019

Language

EN

ISBN

9780429268908

Category

nonfiction

Subjects

Science, Management, Business