Advertising Media & Trade Promotion
Strategically placed newspaper and magazine ads can produce good results. Egyptians read newspapers voraciously, and all literate people will see or hear about advertisements placed in the widely circulating Al Ahram daily. Television is watched by all Egyptians, and advertisements reach and influence wide audiences. TV advertising has continued to increase in sophistication and prominence. The emergence of three privately owned television stations has created a new forum for advertisements in addition to the advancements on the public stations. Advertising agencies have begun to host entire programs, focusing on celebrity appearances for marketing purposes. While these programs had traditionally been shown only during Ramadan, they have recently begun to air year-round. Two partially privatized pop radio stations have also been created and already have captured a large part of the youth market. Now stations broadcast with advertisements. Radio Cairo and three stations are allowed to air advertisements and, in the month of Ramadan, rates increase tremendously.
Other forms of advertisement in Egypt consist of roadside billboards, flashing neon signs on building roofs, building walls completely painted with advertising signs, "junk mail" advertisements, faxed advertisements, and messenger/courier-delivered direct mail campaigns. Flyers/stickers plaster Cairo's walls and lampposts. Street peddlers and hawkers shout the praises and prices of consumer products they offer for sale.
Trade promotion is becoming more sophisticated. Trade shows are frequent, aimed either at targeted business audiences or the general public; several take place each month at one or more of the downtown hotels or the Cairo International Conference Center (CICC). Most of these shows consist exclusively of Egyptian distributors/dealers/agents of foreign suppliers, or local manufacturers.