Abstract
This paper examines mass media advertising in the developing country of Morocco, with a special reference to the relevance of standardized versus localized advertising strategies. The advertising infrastructure is described, highlighting strengths and weaknesses of local advertising agencies. Advertising budgets are discussed according to size and type of company, before presenting a detailed assessment of the advertising media. Five selected campaigns serve to illustrate current advertising practices and problems. The authors conclude that knowledge of the local environment and a willingness to address consumers in their own terms are essential for advertising effectiveness in Morocco, and recommend use of localized rather than standardized marketing strategies.
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