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[Commlist] New book Announcement: Advertising in MENA goes digital

Wed May 15 16:03:59 GMT 2019

New book: Advertising in MENA goes digital (Routledge, 2019)
By: Ilhem Allagui
Northwestern University in Qatar
The book may be of interest to those who are interested in advertising and marketing communication as well as those that are interested in media, cultural studies and Middle East studies. 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.
Table of contents


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 4Advertising to consumers in a religious season

Chapter 5Advertising to women in the MENA region

Chapter 6 Online advertising as a revenue stream for media start-ups in MENA

Chapter 7Experimenting with Democracy.Political advertising in the post Arab uprisings


For more information:
Taylor & Francis

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