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Sommario
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
Info autore
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.
Riassunto
Advertising in MENA Goes Digital draws on empirical research and theories to explore how the adoption of digital technology in MENA affecting the advertising industry, what forms of advertisements have emerged from the industry globalization and adoption of new technologies, and, specifically, the ways in which advertising in MENA has d
