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Because of multinationals customers, different needs and interest,
Face to face meetings is more effective.
Planing for meetings with groups in the same culture.
Advertising through bolly wood stars
I think the Gulf region is very interesting in a sens that marketing, hence brand communication, reflects the social and ethnic structure of the society. Messages should address the needs of customers from various ethnical background which makes the marketer job more challenging ( various target audience within a pound of cultural diversity) and thus more rewarding. I participated a while back in a brand image campaign for Aramco in KSA and I found that cultural codes and somehow some constraints in the coding-decoding concepts got me close to understanding my target audience. This resulted in genuine advertisements because the exercice led us very near to the heart of people. And this is what they liked.
