[An Empirical Study Between Advertisement in the UAE and the rest of the World]

by

ACKNoWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

EXECUTIVE SUMMARY

In this study we try to explore the concept of “An Empirical Study Between Advertisement in the UAE and the rest of the World” in a holistic context. The main focus of the research is on “Advertisement in the UAE and the rest of the World” and its relation with “Standardization vs. Localization in Advertisement in the United Arab Emirate Market”. The research also analyzes many aspects of “An Empirical Study Between Advertisement in the UAE and the rest of the World” and tries to gauge its effect on “Standardization vs. Localization”. Finally the research describes various factors which are responsible for “topic” and tries to describe the overall effect of “Advertising Localized TV Advertisement, Informativeness”.

Table of Contents

ACKNOWLEDGEMENTII

DECLARATIONIII

EXECUTIVE SUMMARYIV

CHAPTER 01: INTRODUCTION1

Research Problem1

Study Aim and Objective1

Importance of the Study2

Ethical Concerns2

Reliability3

Validity4

Limitations & Delimitations of the study5

CHAPTER 02: LITERATURE REVIEW6

Introduction6

Standardization vs. Localization6

International Marketing in Other Markets8

The Middle East Region (and Arabian Gulf)9

What is regional advertising standardisation?12

Coding procedures for the variable 'advertising standardization measurement'13

CHAPTER 03: RESEARCH METHODOLOGY18

Research Method (Qualitative/Quantitative)18

Primary or secondary / Qualitative or Quantitative18

Research Approach18

Research Method19

Data Collection and Analysis20

CHAPTER 04: RESEARCH RESULTS AND ANALYSIS OF FINDINGS23

Research Results23

Analysis Of Findings33

CHAPTER 05: CONCLUSIONS, RECOMMENDATIONS, ACTION PLANS41

Recommendation45

Action Plan46

REFERENCES48

APPENDICES62

CHAPTER 01: INTRODUCTION

Research Problem

The stated literature review suggests that there is a significant importance in the decisions made by the management of an organization whether they should implement Standardized or Localized TV advertisements. As mentioned, such understanding proves to be crucial to some companies trying to penetrate or establish themselves in portentous markets such as the Middle East including the Arabian Gulf region. Yet, little or no research has been performed to realize such importance in the United Arab Emirates. In 2007, advertisement expenditure has reach $929 million in UAE which evidently means there should be a study and/or research performed to evaluate the importance of Standardization vs. Localization within the marketing mixes in this country.

Study Aim and Objective

The aim of this research is to determine the importance and effect of localized advertisement in the United Arab Emirates within the young-adult segment of the market. With the increasing attention of MNCs towards this region, particularly on the young adult sector, this study will focus on satisfying the following objectives:

An empirical Study between advertisement in the UAE and the rest of the World.

Comparison between Western nations and type of advertisement used in the United Arab Emirates

Assessing the effectiveness of UAE advertisement vs. the rest of the world advertisement

Exploring the impact UAE advertisement leave in the young adult ...