Mass Advertising in a Developing Country: The Case of Morocco

Article Abstract:

A thorough knowledge of local environmental and cultural aspects is the key to successful advertising in Morocco. Advertising in Morocco has continued to grow at a significant rate in the last decade. Five advertising campaigns, three of which are highly successful, are described to illustrate the strengths and weaknesses of advertising in Morocco. There is an ongoing debate on the merits of standardization vs. adaptation in international advertising and marketing. Proponents of standardization claim it is more effective and leads to a unified company image. However, the success of the three campaigns described suggests that for campaigns to be successful, advertisers should be willing to address the natives and their culture on their own terms.

Mass media

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Advertising Taxation Is Here to Stay - and Fight

Article Abstract:

A 1983 survey by the International Advertising Association of thirty-nine countries showed that although only eight specifically tax advertising, nineteen additional countries have valued added taxes. Advertising is taxed primarily for revenues. Proponents of taxation state four reasons for taxation. One reason is the claim that advertising is a waste of economic resources and leads to price inflation. Those against taxation point out that taxes adversely affect the economy, and that the costs are passed on to the consumer in the end. It is unlikely that taxes already levied will be reduced. Therefore the advertising industry worldwide must educate itself and lobby effectively to prevent further taxation.

Taxation, Revenue

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Forecasting Advertising Expenditures

Article Abstract:

The advertising industry is heavily reliant on forecasting procedures to make its budgeting decisions. In Britain and West Germany, Box-Jenkins univariate methods are used to forecast aggregate advertising expenditures. To illustrate the Box Jenkins method, a univariate model building process is outlined for total advertising spending in Britain. A little caution is advised when working with a mechanical univariate model, because its performance is subject to underlying regularities in the series. However, past studies show that time series models based on the methods of the Box- Jenkins model are highly accurate as tools for short term forecasting.

Finance

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