Advertising Media & Trade Promotion
The UAE, and in particular Dubai, serves as the commercial center for the Gulf region. From late September through June, with the exception of the holy month of Ramadan, the UAE hosts an almost continuous and growing series of well-attended major trade exhibitions and conferences. Foreign firms new to this region are advised to consider participation in one of these trade events as an excellent method of evaluating the market and initial penetration methods.
Advertising plays a significant role in sales promotion. The language of business is English. Only about 35 percent of the population are native Arabic speakers from the UAE or other Arab states. The balance of the population is a mixture of South and East Asians, Iranians, and European/North Americans. However, Arabic is the official language and is required for all government documentation. In addition, dual English/Arabic use is common on signage and for many publications. English-only promotional literature is acceptable, but advertising with both English and Arabic has a decided edge. Arabic speakers in key decision making positions appreciate the extra effort and sensitivity to their culture that bilingual publications imply. Arabic labeling for consumer products, especially foodstuffs, is an important advantage in competitive marketing.
There are four major English daily newspapers and several weekly and monthly English language magazines that are effective consumer market vehicles. There are also Arabic and third country language publications. Radio and television broadcasts are primarily in Arabic, English, Hindi and Urdu.
List of Newspapers: