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| Author: | Tuncalp, S. Erdem, O. |
| Title: | Promoting in Saudi Arabia: Agency Problems |
| Journal: | Journal of International Selling and Sales Management
2001 : VOL. 7:1, p. 43-52 |
| Index terms: | PROMOTION AGENCIES ADVERTISING AGENCIES SAUDI ARABIA MIDDLE EAST |
| Language: | eng |
| Abstract: | International businesses targeting the lucrative market in Saudi Arabia should choose local advertising agencies to prepare their promotion campaigns. After all, the local agencies would know best the unique mentality of the Saudi buyers thus assuring that optimal campaigns will be launched. However, as the authors report, the local advertising agencies in Saudi Arabia are surrounded by a number of problems, which directly impact their effectiveness. The problems discussed in this paper emanate from media, manpower, clients, competition, language, and religion. In light of these problems, international marketers need to think twice before awarding their promotion projects solely to the local agencies. |
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