Ibahrine Advertising In Morocoo

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Ibahrine Advertising In Morocoo

  1. 1. ADVERTISING In Morocco 10 Dr. Mohammed Ibahrine AL AKHAWAYN UNIVERSITY in IFRANE SCHOOL OF HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS STUDIES PROGRAM
  2. 2. Mapping Advertising in Morocco Capstone Research done by Ismail Slaoui Presented on Wednesday, December 5 th , 2007 School of Humanities & Social Sciences Communication Studies
  3. 3. Outline <ul><li>Introduction </li></ul><ul><li>Theoretical framework </li></ul><ul><li>Research questions </li></ul><ul><li>Methodology </li></ul><ul><li>Summary of the findings </li></ul><ul><ul><li>Historical perspective </li></ul></ul><ul><ul><li>Regulatory bodies </li></ul></ul><ul><ul><li>Expenditures </li></ul></ul><ul><ul><li>Global ramification </li></ul></ul><ul><ul><li>Advertising agencies </li></ul></ul><ul><ul><li>Advertising’s positions & salaries </li></ul></ul><ul><ul><li>Media service organizations </li></ul></ul><ul><li>SWOT analysis </li></ul><ul><li>Conclusion </li></ul><ul><li>Recommendations </li></ul>
  4. 4. Introduction <ul><li>Mapping: a method for depicting a process. </li></ul><ul><li>Relevance and importance of the topic: </li></ul><ul><ul><li>The advertising field is undocumented in Morocco, </li></ul></ul><ul><ul><li>Such research has not been conducted since the previous decade. </li></ul></ul>
  5. 5. Theoretical Framework <ul><li>The depiction of a comprehensive picture of the advertising sphere will be done using the SWOT analysis </li></ul><ul><li>Strengths </li></ul><ul><li>Weaknesses </li></ul><ul><li>Opportunities </li></ul><ul><li>Threats </li></ul><ul><ul><li>Strategic planning tool, </li></ul></ul><ul><ul><li>Assesses both internal and external environment. </li></ul></ul>
  6. 6. Research Questions <ul><li>How have the advertising industry and its institutions evolved in Morocco? </li></ul><ul><li>How does advertising function in Morocco today? </li></ul>
  7. 7. Methodology <ul><li>Two interviews with experienced practitioners, </li></ul><ul><li>Use of personal internship experience </li></ul><ul><li>Use of previous mappings </li></ul><ul><li>Use of specialized magazine </li></ul>
  8. 8. Historical Perspective <ul><li>Key events </li></ul><ul><ul><li>… : The “Berrah” (screamer); </li></ul></ul><ul><ul><li>1928: Dahir allowing advertising on radio; </li></ul></ul><ul><ul><li>1933: Legalization of media buying practices; </li></ul></ul><ul><ul><li>1946: Creation of the first advertising agency, Havas; </li></ul></ul><ul><ul><li>1961: Creation of the Radio et Television Marocaine; </li></ul></ul><ul><ul><li>1970: Creation of RTM’s media service organization, the Service Autonome de Publicité (SAP); </li></ul></ul><ul><ul><li>1980: Médi 1 is allowed to sell advertising space; </li></ul></ul><ul><ul><li>1989: Creation of 2M; </li></ul></ul>
  9. 9. Summary of the findings Regulatory bodies <ul><li>Several attempts have been made from the 1970’s to the end of the 1990’s to organize advertising through professional associations -> Failure. </li></ul>
  10. 10. Regulatory Bodies <ul><li>The industry is being regulated by two entities </li></ul><ul><ul><li>La Haute Autorité de la Communication Audiovisuelle (HACA). </li></ul></ul><ul><ul><li>L’Agence Nationale de Réglementation des Télecommunications (ANRT); </li></ul></ul>
  11. 11. Expenditures <ul><li>Ratio GDP/Advertising budget: 0.6% </li></ul><ul><li>Spending per capita: $12 </li></ul>Source: ComNews, 2007 4 Centrale Laitière 4,9 CNPAC 5 UNILEVER 5,4 SOREAD 5,5 Lesieur Cristal 11,7 Procter & Gamble 17,8 Méditel 36,3 Maroc Telecom 2006 Advertising expenditures (Million Euros) Announcer
  12. 12. Global Ramification <ul><li>Large budgets attract large communication groups; </li></ul><ul><li>The five top agencies worldwide and their Moroccan representatives </li></ul>
  13. 13. Global Ramification Klem Euro RSCG - MPG/MIM Dentsu 5 Drive Maroc Publicis Group 4 Mc Cann - Initiative Inter Public Group 3 JWT - Team young & Rubicam - Grey WPP Group 2 Zone Bleue DDB Omnicom Group 1 Moroccan Representative Group  
  14. 14. Advertising Agencies <ul><li>The creation of numerous agencies is favored by </li></ul><ul><ul><li>Economic development of the country; </li></ul></ul><ul><ul><li>Introduction of foreign brands and investors; </li></ul></ul><ul><ul><li>Support of the regulating law; </li></ul></ul><ul><ul><li>Importation of foreign practices; </li></ul></ul><ul><ul><li>Coming back of Moroccan professionals. </li></ul></ul>
  15. 15. Advertising Agencies <ul><li>The following table identifies the major existing agencies, their dates of creation, and their main clients (Source: ComNews, 2007). </li></ul>
  16. 16. Villeroy & Boch, Philips, Guy Degrenne. Works 2004 Artelegno, Maje, Tessilarte, Tara Jarmon. Positive Com 2004 Ilaï Com, Venezia Ice, Madurel, Mystère, O'Pure. Komunik 2004 RMA Wataniya, Royal Air Maroc, Méditel, HPS, Hyundai. Impact 2002 CMH, Colorado, Fitco, Kti voyages. Jade Communication 2001 Atlas Hotels, Aluminium du Maroc. Initiative Média 2001 BenQ-Siemens, Banque Populaire, CDG capital, MEDZ (CDG), Via Seta. Capricornone 2000 Mawazine, HP, Méditel roaming , Nescafé, Heineken, Whirlpool, LG Mobile. Publicis 1999 Toyota, Daihatsu. Drive 1998 Siera, Franke, Kia, Crédit Agricole. Robinson 1998 BMCE Bank. Imagine 1998 Poste Maroc, Mounier&Bouvard, Simmons. Pro&Anti 1997 Ego, Ford, Khmissa, Bigdil, Wafasalaf, Le Matin. Mosaïk 1995 CNRA, Brandt, Super Cerame, Wella. Jasmine Communication 1995 Maroc Telecom , Honda, Sony, AXA, Ain Saïss, Regional Airlines,… Zone Bleue DDB 1995 Auto Nejma (Mercedes-Benz & SsangYong), Web Cad. Altaïr 1995 Risma, Taous, Royal Air Maroc, Maroc Telecom (mobile) , ONCF, Attijari Wafabank, Addoha,… Saga 1993 Telecontact, Kompass, Top Class (Lavazza). Analogie 1990 BMCI, Nissan, Nexans, Cetelem, Nivea, Involys, Groupe Jamai TBWA / Alif 1989 Eqdom, Arryadia, Citroën, Sidi Ali, Ingelec, Maroc Soir, Méditel ,Siera, Vache Qui Rit, … KLEM Euro RSCG 1975 Artisanat du Maroc, Groupe Banque Populaire, Peugeot, Ministère du Tourisme, Danone, Total, INDH,… Shem's 1972 Main Clients Agency Date of Creation
  17. 17. Advertising’s Positions & Salaries <ul><li>Account manager: 18,000 Dhs/month; </li></ul><ul><li>Computer graphic artist: 8,000 Dhs/month; </li></ul><ul><li>Writer (or texter): 18,000 Dhs/month; </li></ul><ul><li>Art director: 20,000 Dhs/month; </li></ul><ul><li>Creative director: 30,000 Dhs/month; </li></ul><ul><li>Account executive: 10,000 Dhs/month; </li></ul><ul><li>Commercial director: 25,000 Dhs/month; </li></ul><ul><li>CEO: 45,000 Dhs/month + facilities and percentage on the agency’s earnings. </li></ul>
  18. 18. Media Service Organizations <ul><li>Advising on the media strategy and selling space to advertisers; </li></ul><ul><li>Two media service organizations </li></ul><ul><ul><li>SAP: manages exclusively the advertising space of the Société Nationale de Radio et de Télevision (SNRT); </li></ul></ul><ul><ul><li>Régie 3: manages advertising space for 2 TV channels (2M and Médi1 Sat), 2 radios (Médi and Radio 2M), several magazines (Femmes, Nissaa, Parade, Sur la 2, Maisons du Maroc, etc.), and websites (Menara, 2M.tv, etc.). </li></ul></ul>
  19. 19. Media Service Organizations <ul><li>Régie 3 finances up to 80% of 2M’s budget, 90% of the magazines’, and over 100% of the radios’ </li></ul><ul><li>(Bekkali, Personal communication) </li></ul>
  20. 20. <ul><li>Threats </li></ul><ul><li>Fierce competition </li></ul><ul><li>Visual pollution in big cities is likely to lead to outdoor advertising restrictions; </li></ul><ul><li>Globalization (foreign advertising agencies are likely to attract Moroccan budgets); </li></ul><ul><li>The absence of regulation for media buying tariffs. </li></ul><ul><li>Opportunities </li></ul><ul><li>Fast growing Moroccan economy; </li></ul><ul><li>Entrance of global investors; </li></ul><ul><li>Globalization (possibility for Moroccan agencies to manage foreign budgets); </li></ul><ul><li>Willingness of the government and its institution (HACA) to accompany the practitioners; </li></ul><ul><li>Growth of the outdoor advertising industry; </li></ul><ul><li>Growth of the internet advertising industry; </li></ul><ul><li>Creation of specialized, highly efficient companies, to serve the marketing needs; </li></ul><ul><li>Development of new media; </li></ul><ul><li>Governmental advertising. </li></ul><ul><li>Weaknesses </li></ul><ul><li>Negative reputation of the practitioners; </li></ul><ul><li>Follower attitude and narrow mind of the announcers (Bénistan); </li></ul><ul><li>Absence of highly trained human resources; </li></ul><ul><li>Under invested market; </li></ul><ul><li>Largest budgets in the hands of few agencies; </li></ul><ul><li>Absence of advertisers association; </li></ul><ul><li>Absence of audience measurement tools; </li></ul><ul><li>Absence of post tests for advertising campaigns. </li></ul><ul><li>Strengths </li></ul><ul><li>Awareness of the announcers of advertising’s importance; </li></ul><ul><li>Presence of major multinational advertising agencies; </li></ul><ul><li>Creativity of the Moroccans (Bénistan); </li></ul><ul><li>Freedom of speech in the country; </li></ul><ul><li>Existence of effective regulatory bodies; </li></ul><ul><li>Growth in revenues; </li></ul><ul><li>Large number of media channels. </li></ul>
  21. 21. Conclusion <ul><li>The industry still needs considerable human and technological resources; </li></ul><ul><li>Innovativeness should rise among announcers; </li></ul><ul><li>Audience measurement tools are being developed, and will provide the first results by the end of this year; </li></ul><ul><li>The state’s fresh awareness of the power of advertising promises to considerably raise the expenditures; </li></ul><ul><li>The future of the industry is to be considered with optimism: advertising is a field of ideas, and there can not be a saturation of ideas. </li></ul>
  22. 22. Recommendations <ul><li>Conduct more semi-structured interviews among practitioners, particularly in advertising agencies; </li></ul><ul><li>Gather quantitative data and conduct analyses of audience preferences; </li></ul><ul><li>Analyze advertising trends, their evolution, through focus groups and content analysis; </li></ul><ul><li>Create an exhaustive list of all the practitioners. </li></ul>
  23. 23. Outdoor Advertising <ul><li>Rizlan Naji Fall 2006 </li></ul>
  24. 24. Outdoor Advertising Decision Process <ul><li>Innovator : White Owl communication agency in 80’s </li></ul><ul><li>Early adopters : Smarty Pub and New Pub agencies in 90’s </li></ul><ul><li>Early Majority : FC COM , and Totem Affichage in 1999 </li></ul><ul><li>Late Majority : 2A COM, City Pub, Outdoor COM, Maroc Telematique, Concept Visuel, Bioalpha, MNM, and so forth, starting in 2000 </li></ul>
  25. 25. Outdoor Advertising Decision Process <ul><li>“ Cadum Shampoo ” is the first campaign that was posted in Rabat in 1986 </li></ul>
  26. 26. Communication Agencies: 40s-70s 1974 Klem Euro RSCG 1973 Top Publicité 1972 Shem’s Publicité 1968 Cinémapresse 1946 Havas Date Agency
  27. 27. Top 10 Advertisers Top Ten Advertisers 2005 0 2 4 6 8 10 12 1 Advertisers Ranking Maroc Telecom Medi Telecom Group Abroul Dolidol Coca Cola Richbond Banque Populaire Sopriam Lesieur Cristal LG Electronics
  28. 28. The Advertising Investments by Media (2005)
  29. 29. Measurements of Outdoor Advertising’ Impact: Technical Measurements of The Audience and Coverage <ul><li>AffiScore: Advertising Monitoring of urban outdoor advertising </li></ul><ul><ul><li>The period of distribution </li></ul></ul><ul><ul><li>The name of the brand/institution/subject or theme </li></ul></ul><ul><ul><li>The name of the campaign and the announcer (advertiser) </li></ul></ul>
  30. 30. (Cont) <ul><ul><li>The format of the poster (4x3, 8x3 or lollipops) </li></ul></ul><ul><ul><li>The faces </li></ul></ul><ul><ul><li>The exact places </li></ul></ul><ul><ul><li>The state control/the network </li></ul></ul><ul><ul><li>The number of panels </li></ul></ul><ul><ul><li>The theoretical rate or cost </li></ul></ul><ul><ul><li>The numeric photos of the used posters </li></ul></ul>
  31. 31. Regulations/laws <ul><li>T here are no regulations governing outdoor advertising in Morocco except the ones in the folder of call for tender </li></ul><ul><li>There are 19 article provided in the folder </li></ul>
  32. 32. TEN Recommendations <ul><li>1. More clarity on the level of the message. </li></ul><ul><li>2. Improvement in terms of cover hangs. </li></ul><ul><li>3. More details and information on the object of the poster. </li></ul>
  33. 33. TEN Recommendations <ul><li>4. Improvement of the creation considered as very simple. </li></ul><ul><li>5. Change on the level of the posters’ sites (Selection of the most strategic places of the city). </li></ul><ul><li>6. A mixing of different outdoor vehicles to maximize impact/achieve quick awareness. </li></ul>
  34. 34. TEN Recommendations <ul><li>7. Taking into consideration the seasonality in the selection. </li></ul><ul><li>8. Ensuring a national coverage (pending on campaign objectives). </li></ul><ul><li>9. Ensuring high visibility/high traffic locations. </li></ul><ul><li>10. Reducing many outdoor channels in the same place. </li></ul>
  35. 35. Conclusion <ul><li>Morocco is going to reach the stage of merging of many outdoor advertising agencies that will lead the Moroccan market to have two or three outdoor advertising operators. </li></ul><ul><li>Regulations should be set to protect the positive flow of outdoor advertising in Morocco. </li></ul>
  36. 36. Audiovisual Advertising Regulation in Morocco: HACA Saad Bennani Fall 2007
  37. 37. Outline <ul><li>Research Question </li></ul><ul><li>Methodology/Data Collection </li></ul><ul><li>Findings: HACA, French and American Model, Advertising Regulation in Morocco </li></ul><ul><li>Recommendations </li></ul><ul><li>Conclusion </li></ul>
  38. 38. Research Question <ul><li>What is the role of HACA in regulating advertisements in the Moroccan audiovisual sector? </li></ul>
  39. 39. Methodology <ul><li>Literature </li></ul><ul><li>Websites: HACA </li></ul><ul><li>Informative Interviews </li></ul>
  40. 40. Organization Description of HACA <ul><ul><li>Created in 2002 with a Royal Dahir </li></ul></ul><ul><ul><li>Democratization of Regulation </li></ul></ul><ul><ul><li>Financial Independency </li></ul></ul><ul><ul><li>Different tasks: </li></ul></ul><ul><ul><li>Licenses for TV and Radio </li></ul></ul><ul><ul><li>Assign frequencies </li></ul></ul><ul><ul><li>Political pluralism </li></ul></ul><ul><ul><li>Children protection </li></ul></ul><ul><ul><li>Organizational Chart </li></ul></ul>
  41. 41. HACA President Administrative/ Financial Programs Follow-up Juridical Affaires Infrastructure/Technology Development Audit and Management Information Technology Documentation/Information CSCA DGCA <ul><li>9 Members </li></ul><ul><li>4 appointed by the King </li></ul><ul><li>2 appointed by the Prime </li></ul><ul><ul><li>Minister </li></ul></ul><ul><li>1 appointed by </li></ul><ul><li>La Chambre des Representant </li></ul><ul><li>1 Appointed by </li></ul><ul><li>La Chambre des Conseillers </li></ul>
  42. 42. Findings (cont’) <ul><li>American Model of Regulation </li></ul><ul><ul><li>Federal Agencies </li></ul></ul><ul><ul><ul><li>Ex: Federal Trade Commission, Food and Drug Administration, Federal Communications Commission … </li></ul></ul></ul><ul><ul><li>State/Local Regulators </li></ul></ul><ul><ul><ul><li>Rules and Law might differ from a state to another </li></ul></ul></ul><ul><ul><li>Non-Governmental Agencies (Self-regulation) </li></ul></ul><ul><ul><ul><li>Ex: American Association of Advertising Agencies, American Advertising Federation, Association of National Advertisers. </li></ul></ul></ul>
  43. 43. Findings (cont’) <ul><li>French Model of Regulation </li></ul><ul><ul><li>Governmental Agency: Conseil Superieur de l’Audiovisuel </li></ul></ul><ul><ul><ul><li>Model HACA </li></ul></ul></ul><ul><ul><li>Self-regulator: Bureau de Verification de la Publicité (BVP) </li></ul></ul>
  44. 44. Findings (cont’) <ul><li>Advertising Regulation in Morocco: HACA </li></ul><ul><ul><li>Role of HACA </li></ul></ul><ul><ul><ul><li>Regulation, no censorship </li></ul></ul></ul><ul><ul><ul><li>Follow-up of TV channel and Radio Stations </li></ul></ul></ul><ul><ul><ul><li>Acts on the operators (2M, RTM, MEDI1, …) </li></ul></ul></ul><ul><ul><li>Legal Aspect: Law n°77-03, Chapter 1, Article 2 </li></ul></ul><ul><ul><ul><li>Clandestine Advertisement </li></ul></ul></ul><ul><ul><ul><li>Forbidden Advertisement </li></ul></ul></ul><ul><ul><ul><ul><li>Racial, sexual, ethnical or religious discrimination </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Violent scenes </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Political messages </li></ul></ul></ul></ul><ul><ul><ul><ul><li>False messages </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Morally prejudiced messages </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Negative consequences on health of consumer </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Negative messages on a company or institution </li></ul></ul></ul></ul>
  45. 45. Findings (cont’) <ul><ul><ul><li>Ethical Aspect: Operators </li></ul></ul></ul><ul><ul><li>Decisions and applications: CSCA </li></ul></ul><ul><ul><li>Examples: </li></ul></ul><ul><ul><ul><li>Forbidden advertisement: TAGGER </li></ul></ul></ul><ul><ul><ul><li>Clandestine advertisement: Radio program “Youmyat Alfallah” </li></ul></ul></ul>
  46. 46. Recommendations <ul><li>Self-regulation </li></ul><ul><li>Co-regulation </li></ul><ul><li>Self-regulation vs. Co-regulation: </li></ul>Source: Executive Summary Study on Co-regulation Measures in the Media Sector
  47. 47. Recommendations (cont’) <ul><li>New institution: l’Agence Marocaine de la Régulation de la Publicité (AMRP) </li></ul><ul><ul><li>All types of advertising: audiovisual, print, outdoor, online, mobile phones advertising. </li></ul></ul><ul><ul><li>Structure: </li></ul></ul><ul><ul><ul><li>Conseil Superieur de la Régulation de la Publicité (CSRP) </li></ul></ul></ul><ul><ul><ul><li>Direction General de la Régulation de la Publicité (DGRP) with additional departments for each advertising type. </li></ul></ul></ul>
  48. 48. Recommendations (cont’) <ul><li>Co-regulator: Association des Professionnels pour la Régulation de la Publicité (APRP) </li></ul><ul><ul><li>Partnership with the CSRP </li></ul></ul><ul><ul><li>Involvement of associations from different fields (children, food, health …) </li></ul></ul><ul><li>Corrective Advertisement </li></ul><ul><li>Complaint process </li></ul><ul><ul><li>Opened to the community </li></ul></ul><ul><ul><li>Free phone number (“Numero Vert”) </li></ul></ul>
  49. 49. Recommendations (cont’) <ul><li>Awareness Campaign </li></ul><ul><ul><li>Inform Moroccans </li></ul></ul>
  50. 50. Conclusion <ul><li>Advertising Regulation is new in Morocco </li></ul><ul><li>Stop copying only French models to be more efficient. </li></ul>

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