Abstract:

Finding a mnemonic element or proposition is an important and mighty task for developing strategic and effective advertising campaigns. The task becomes ever-increasingly more critical and difficult when the construction of the mnemonics has to firmly relate to the product, the market and the consumers in the Middle East. Mnemonics for the Middle East have to conform to the cultural norms and values, operate within strict religious laws, correspond to perceived product attributes or a unique selling point, address the idiosyncrasies of the market, and plug into the demographic and psychographic segmentation of the market.