La Advertising in Morocco

Advertising in Morocco

1) Background :

Morocco is a North African country with a population of almost 32 million people and a GDP of 137$ billions. Heavy investments were made to benefit from the demand of all this available population. Among these investments an important part was dedicated to the advertising field

However Advertising in Morocco is far from being a simple thing. Indeed we could believe that in a country from the third world the legal side of advertising could be flexible but the situation is a bit complicated in this little essay we will try to give you an overview of the situation.

2)Copies:

Studies showed that the highest levels of trial and conversion were produced by copies on TV. The companies started then to invest heavily in that which had the effect to increase prices at the end of the last century. Indeed Morocco only has two TV channels and the big majors of the telecommunication industry (plus Coca-Cola) are buying all the most important TV slot for advertising. To overcome this situation, other companies of mass consumption decided to investigate the behaviour of the Moroccan people. They found out that only thirty percent of the population was watching the Moroccan TV and that most of the other people were watching satellite TV and especially Middle East TVs. That’s why for the first time in 2009 the amount spent for advertising copies in morocco was almost the same for the local TVs and the Middle East ones.

Copies used for the Moroccan market can be part of three categories the first one is the local developed like these made by the telecommunication companies.

[pic]Moroccan Football team Players

The second one is the category made by international companies for the MENA (Middle East North Africa) market and adapted for Morocco. This is the example of Procter and Gamble who have a strong strategy in the Arab countries thanks to the shared language.

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