Advertising and Trade Promotion
There are several Moroccan advertising agencies that operate mainly on a small scale, thus reflecting the undeveloped state of the Moroccan advertising industry. However, McCann Erickson and a joint operation of Leo Burnett and Darcey Masius Benton & Bowles have offices that provide state-of-the-art resources for new product launches.
TV has overtaken the print media as the most prevalent vehicle for advertising, generating more than 70% of advertising returns. Food, hygiene and beverages are the most common products advertised on television, with multinationals such as Procter & Gamble and Coca-Cola among the biggest advertisers. Newspapers and periodicals continue to provide advertising space for a variety of products and services, but verification of subscriptions and circulation is difficult. The number and importance of billboards advertising anything from state of the art cell phones to coffee has dramatically increased in the last few years. More and more small and medium-sized companies are also turning to the Internet as a means of reaching consumers. Many companies have established Web pages, finding this a very economical way to reach a wide range of consumers.