AI SearchAdvertising and the process of adaptation to a local context : (Record no. 2606)
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| 000 -LEADER | |
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| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20260817161753.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 090123s2007 th uu|m rtt 0| a1eng d |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | .b12046747 |
| 099 #9 - LOCAL FREE-TEXT CALL NUMBER (OCLC) | |
| Classification number | AIT RSPR no.SM-07-73 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Hassani, Aida Bakkali |
| 245 10 - TITLE STATEMENT | |
| Title | Advertising and the process of adaptation to a local context : |
| Remainder of title | the case of Morocco |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Pathum Thani, Thailand : |
| Name of publisher, distributor, etc. | Asian Institute of Technology, |
| Date of publication, distribution, etc. | 2007 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 34 leaves : |
| Other physical details | ill. |
| 490 1# - SERIES STATEMENT | |
| Series statement | Research studies project report ; |
| Volume/sequential designation | no. SM-07-73 |
| 500 ## - GENERAL NOTE | |
| General note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in International Business |
| 502 ## - DISSERTATION NOTE | |
| Dissertation note | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2007 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | In an ever changing world, mostly characterized by swift and deep transformations at all levels, and where globalization encompasses all countries, the transfer of advertising messages, puts forward a set of problems, both theoretically and practically. The research objective is to bring into light the problems engendered by the transfer of these advertising messages in a country where old values and modem ones coexist, as in the case of Morocco. This research study investigates the extent to which the ads transfer has been successful in meeting the expectation of the Moroccan audience. Some of the most significant conclusions are as follows: First, I discovered that the degree of adaptation of foreign advertising to the local context does intervene in shaping the audience's attitude towards the ads. Indeed, adapted or localized ads have greater success than standardized ones. Therefore, in order to advertise successfully to mass markets in Morocco, it is clearly preferable to localize campaigns rather than to rely on a wholesale transplant of images, symbols and sounds from elsewhere. But adaptation of advertising to local realities is, of course, by no means a guarantee that the advertising strategy will work in all cases. Morocco is a developing country where are encountered marked differences in life-styles, level of wealth, level of education and various aspects of the society. Therefore, what I would recommend to MNCs when adapting their TV commercials to Moroccan realities is to take into account the different social classes in Morocco and to have different approaches adapted to each category of Moroccans. Finally, MNCs should take into account that a great part of the audience does no longer perceive the prevailing social order as everlasting especially in terms of gender roles in society. Therefore, they should integrate in the implementation of their advertising strategy the social changes that the society is experiencing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Advertising |
| Geographic subdivision | Morocco |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Dimmitt, Nicholas J., |
| Relator term | Chairperson |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Kauranen,�Ilkka, |
| Relator term | Examination Committee |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Zimmermann, Willi, |
| Relator term | Examination Committee |
| 810 2# - SERIES ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | Asian Institute of Technology. |
| Title of a work | Research studies project report ; |
| Volume/sequential designation | no. SM-07-73 |
| 856 ## - ELECTRONIC LOCATION AND ACCESS | |
| Materials specified | Full-Text |
| Uniform Resource Identifier | <a href="http://203.159.5.9/ait-thesis/detail.php?q=B10509">http://203.159.5.9/ait-thesis/detail.php?q=B10509</a> |
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| Operator's initials, OID (RLIN) | 0 |
| Cataloger's initials, CIN (RLIN) | 090123 |
| First date, FD (RLIN) | m |
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| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
| l | mnait |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
| l | mnarc |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | 22-AIT Thesis (Replacement) |
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| Koha item type | 40-Archives |
| 909 ## - LOCAL ITEMS USED | |
| Barcode | Barcode : 30050120568505 |
| CREATED | CREATED : 2012-02-11 |
| RECORD Id | RECORD # : i12713636 |
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| Barcode | Barcode : 30050120360788 |
| CREATED | CREATED : 2016-03-06 |
| RECORD Id | RECORD # : i13014948 |
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| Withdrawn status | Lost status | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Total checkouts | Full call number | Barcode | Date last seen | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | AIT Publications | 17/08/2026 | AIT RSPR no.SM-07-73 | 30050120568505 | 17/08/2026 | 3 | 17/08/2026 | 22-AIT Thesis (Replacement) | ||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | Archives | 17/08/2026 | AIT RSPR no.SM-07-73 | 30050120360788 | 17/08/2026 | 17/08/2026 | 40-Archives |