Saudi Media Industry

Document Type : Brief summaries of Dissertations.

Author

MA from msu.edu and PhD from uky.edu Independent Scholar, Consultant, Researcher in Communication & Media, Corporate Communication, International Relations, and Higher Education.

Abstract

Abstract

Advertising and the Saudi Media Industry: A Descriptive Study

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Advertising is one of the elements of the promotional mix that endeavors to disseminate a marketing message about an entity, whether it is a commodity, service, or idea, to the intended audience. This research aims to analyze the role of advertising in the Saudi media industry, and the challenges it faces considering the social, technical and political changes that the kingdom is witnessing. The research uses the descriptive method to collect and analyze data from different sources, such as official statistics, previous studies, and interviews with specialists in the field of advertising and media. The research concludes that advertising plays an important role in supporting the Saudi media industry, whether in terms of funding, influence, or diversification, and that it keeps pace with local and international developments in the field of communications and marketing. But it also faces some problems and limitations, such as censorship laws, intense competition, and low levels of innovation and quality. The research suggests some recommendations for developing the advertising industry in the kingdom, such as encouraging private initiatives, improving professional standards, and increasing interaction with audiences.

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