Outdoor media planning in Saudi Arabia: availability and effectiveness
Marketing & Research Today
European Society for Opinion and Marketing Research
146 - 154
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Although this paper did not form part of the programme for the Dubai Conference it deals with an important topic regarding advertising in this area. Outdoor advertising is a very effective marketing tool in Saudi Arabia, the most lucrative market in the Middle East. But, warns the author of this paper, before embarking upon a fully-fledged outdoor advertising campaign, do your homework thoroughly.