Guerrovich on advertising - 1987 - ArabAd

Mr. Erwin Guerrovich discussed with ARAB AD his views on the development of the advertising scene in the area, and the way he visualised the future. Following, are excerpts of the interview:
Pan Arab publications are here to stay. Their role and position are not at stake. All over the world, regional publications exist serving information and advertising needs. The Middle...

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IAA to expand in M.E. - 1987 - ArabAd

Mr. Samir Fares, IAA vice president/area director for the Middle East and Africa, recent speech at Advista Arabia conference was entitled, "What the IAA Can Do For You!"
More than 250 IAA members from the Middle East attended and guest speakers came from both Europe and the USA as well as the Middle East.
Mr. Fares announced plans to form three new...

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Brand loyalty: Latest victim of Lebanon's quagmire - 1987 - ArabAd

The ultimate objective of advertising is to reach and consolidate "Brand Loyalty". Years of mass-communications expressed in investments are sacrified, millions are spent in space or airtime, copywriters do sweat their pens to have it, to keep it or at least to trigger it... brand loyalty; the obsession of advertisers, the "muse", the beloved, the eversearched fulfillment of our profession:...

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Brand loyalty in the Arab Gulf - 1987 - ArabAd

If you are looking for brand loyalty in the Arab Gulf countries, the answer is no different to what it is anywhere else in the world. Cherchez la femme.
This may surprise those who hold the stereotyped view of the Arab woman cloistered at home and totally subservient to her husband. But the stereotype just isn't true in the marketplace for...

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