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

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.
https://www.routledge.com/Advertising-in-MENA-Goes-Digital/Allagui/p/book/9780367076504
Table of contents

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 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

Conclusion

For more information:
Taylor & Francis https://www.taylorfrancis.com/books/9780429268908

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