Abstract
The burst in the number of commercial advertisement has been growing over the last few years. The western companies, obviously, have the most shares of market among the Middle Eastern. Hence, it is critical for the companies to adopt an applicable advertisement strategy for their market. The marketers must be aware of both cultural and religious values of the target customers in their advertisement strategy. In the other word, there are many ambiguities and challenges exist to discover such values among Middle East countries. This study aims to provide a guideline for the companies to plan appropriate advertisement strategy in Middle East countries. In-line with the research objective, the study explores standardization and localization advertisement strategy aligns with the Muslim countries' advertisement strategy. The study also presents the importance of both regional culture and religion in advertising strategy in Muslim countries. As the paper’s outcome, an Advertising Multi-Views Model has introduced to assist multi-national companies to develop their business among Middle East countries. The model advocates the higher ads effectiveness by supporting humor, fairness, morality and incentives in companies’ advertisement strategy.
Highlights
Over last decade, the number of advertisement being broadcasted or printed has increased enormously in public
Effectiveness of any organization advertisement can lead to huge success (Akhter, 2011).The effectiveness of advertising should be regarded by two key characteristics
An Advertising Multi-Views Model has introduced to assist multi-national companies to develop their business in Middle East region
Summary
The number of advertisement being broadcasted or printed has increased enormously in public The reasons for such a huge surge can be deliberated in using of global promotional strategies, growth of new media and widespread communication advertisement message (Waller, 2005). The first and most important characteristic of advertising is to engage customer and deliver relevant organization messages in-line with customer ambitions These cond characteristic is that the advertisement must fulfill the firm’s objectives (Ramalingam, 2006). While other issues in advertising are general and soluble, lawful regulations on advertisement like images, claims and media are the major concern of executives in their advertising practice (Waller, 2000) This type of restriction can substantially affect the firm global marketing program.
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