ADVT 250 1st Edition Lecture 13Outline of Last Lecture I. Out of Home Media Overview II. Out of Home Media TypesIII. Out of Home Media AdvantagesIV. Out of Home Media DisadvantagesV. Out of Home Media measurementsVI. Out of Home Media PurchasingVII. Out of Home Media ConsiderationsOutline of Current Lecture I. Egyptian & Middle Eastern AdvertisingCurrent LectureI. Egyptian & Middle Eastern Advertising 1.) Egypt has a lot of traffic, real estate (is a developing from desert), is a republic (the ministry of communication and information regulates advertising)2.) Newspapers:- First Paper began in 1828- Daily Circulation: 4.3 Million copies- 3 types: Government-owned, Partisan (political parties), and Independent.- Arabic, English, French, and Armenian (printed in all these languages)- Three of the most popular newspapers now have websites. 3.) Radio:- Broadcasting began in 1924These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Government owned since 1934, with only 2 privately-owned stations.- Local stations & International stations- Entertainment, Quran (Religious), and News Stations- Arabic, English, and French stations. 4.) Magazines:- Emerged in 1890s, mostly in Turkish- Mostly weekly or monthly printed- Limited circulation (not read as widely as newspapers)- General interest, women, teenage, children, and socialite magazines.- Arabic and English magazines. 5.) Television:- First aired in 1960 (very advanced or the middle east in this time)- Mainly received through satellite and antenna- Highest TV ownership in the region – 12.8 million households (much higher than the rest of the middle east)- 40% of Egyptians watching up to 4 hours of TV daily. - Television is a really good way for advertisers to reach them6.) Advertising Characteristics:- Comedy is used the most. Egyptians love comedy! Ex: commercial about a bank advertising credit card but used a humorous approach.- Resonance strategy (Nostalgic/ childhood memories) Egyptians really care about traditions and family is an important value to them. - Sensory appeal (taste, design, etc.) Ex: Advertising for A/C usually focuses on this is how cold you will actually get if you buy this product.- No sex appeal is used in their advertising!!- Both Arabic and English are used in ads- Lots of informal language, and play on words. - Most frequently advertised product category is food and drink- Often have more than one person and show socializing/ family settings (collectivist culture)- Focus is on product use, not product itself.7.) Ramadan- Holy Islamic month (fast from sunrise to sunset, try to get closer to god, do a lot of charity)- Premier of new TV shows (because families are together more and watching more TV)- More viewers than any other time of the year- Egypt’s equivalent of Super Bowl ads-Rates at least double during this time-Specific ad campaigns produced by advertisers- More ad clutter than usual- Shift in prime time television from 7 pm – 11 pm to after 11 pm.- More PSAs and charity commercials- People in commercials dressed more conservatively and traditionally. 8.) Advertising Agencies in Egypt- Local Agencies (Small and medium sized)- Multinational Agencies: FP7 (MaCann World Group), Saatchi and Saatchi, JWT Cairo, AMA Leo Burnett, and MEMEC Ogilvy9.) Advertising Regulations:- Cigarette and tobacco advertising prohibited- Comparative advertising not allowed (seen as unprofessional and hurting the other product. America is the only country that allows this.)- Medication/medical products cannot be advertised without special authorizationform Ministry of Health- No misleading information, or statistics and technical wording that is not clearly explained. ( as in all countries)- Editorial content and news must be clearly separated from advertising.- Images of Violence and indecency should be avoided- Any mention of guarantees should be specific and detailed- Advertising to children cannot include foods with additives, coloring, or preservatives. - *Article 31 of Press Law: ads may not contradict the shared values, ethics and ideals of society.* Very religious and tightly knit society. 10.) Why Advertise in Egypt?- Growing ad industry- Modernization/Westernization- More multinational companies investing in Egypt- Culture of consumerism (are more willing and able than ever before)- No limits on the amount of advertising carried in any type of media- Large TV ad blocks (commercial segments are 15-20 minutes long!!)- Opportunities to advertise in various languages- Penetration of mobile technology/Internet & Social Media11.) How does Egypt compare to the rest of the Middle East?- Portrayal of Women: -Egypt: rare to see veiled women in advertising, more independent roles.-Saudi Arabia: women MUST be veiled and portrayed separately from males (more dependent)- Iran: Women can’t be portrayed as objects of desire, without veils, as celebrities, in makeup for cosmetics commercials, and in food and home appliance ads. - Celebrity endorsers & athletes sponsors-Egypt: Very popular-Iran: banned in any type of ads- Alcohol advertising-Egypt: beer and local wine in newspapers ONLY-Iran: all types are