The Middle East region is booming and is now the second fastest growth area in the world after China. Political and economic reforms across the region provide a new dynamic business atmosphere where consumer demand and consumption is on the rise.
High oil revenues coupled with low interest rates, high inward investments and banking liquidity across the region have produced booming real estate and stock markets.
With a total population fast approaching half a billion people and rapid growth in Internet connectivity amongst the businesses and professional classes across the region, there is a fast emerging sophisticated consumer market that is targeted.
Growing Internet usage across the whole of the Middle East region provides huge online marketing access points for businesses seekers to target users in individual countries or in a region.
But the Middle East has not the same culture, hobbies, and values of the European or American way of life. Therefore, marketing and advertising departments have to realize specific campaigns or ads with specific supports.
To understand clearly how companies go on, we will discuss about the censorship between the International campaigns and the Middle East one's.
[...] o No animals (not recommended but not forbidden) o No religious connotations o No sensuality Satellite TV/ Radio/ Cinema - In Satellite TV channels ( Limited restriction - In Radio ( Copy must not use words related to sensuality ( No religious words - In Cinema ( Very high restrictions in Kuwait ( No cinema in KSA Print Advertising -In KSA o Female/male allowed, but following the set of norms o No animals o Nothing related to the religion - In Kuwait / Qatar o Lady/male faces/bodies allowed o Nothing related to the religion - In UAE/Bahrain o Female/male bodies/faces allowed o Nothing related to the religion The ads in the Middle East have to follow some restrictions due to cultures and beliefs. [...]
[...] These customers have a particular approach of luxury: they are very sensitive to the marks and the aesthetics of the products. They thus need to be experimented on in the purchase of products of luxury because they have an overall picture of the large world capitals. The value: We can determine the ‘value' of a mark for consumers, through 4 criteria: Their objectively higher quality, Their exclusiveness Their value added in terms of social status (generating of respect and admiration) Their capacity to get to beginners a particular ‘experiment'. [...]
[...] Producing a word by word translation of your current local product literature will not necessarily prove to be an effective equivalent of the original and in some cases might yield the opposite of your intended message. Every market has its own marketing and advertising rules and every audience is approached differently. Some companies end up changing the names of their products when introduced to a foreign market because an exact translation proved to be ineffective or in some cases, offensive. [...]
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