JEDDAH: A college to teach advertising will be established by a number of Saudi investors and academics.
“This new college will enable both the Saudi and foreign youths to study advertising and obtain a university degree in this specialization,” said Abdullah Saddiq Dahlan, chairman of the board of trustees of the college
The name of the school was not provided, but Dahlan said the college will begin classes in October and is located in the northern Asfan district of Jeddah. He added that 96 percent of the workers in the advertising industry are non-Saudis.
“Until recent times, the field of advertising was not taken seriously by planners despite its significance,” he added. “Therefore the establishment of a special college to teach advertising will provide youths with a rare opportunity to study advertising according to international standards without the need for traveling abroad to do that.”
Dahlan noted that many of those involved in advertising in the Kingdom at present do not hold specialized degrees.
“For this reason a number of advertisers have sought to advertise in non-Saudi advertising media, such as satellite television,” he said.
He also said the expansion and diversification of the advertising tools such as Internet, satellite channels and road posters made it imperative on those working in this field to upgrade their capabilities and knowledge.
“With a 60 percent share, the Saudi advertising market is the largest in the Gulf region. It grows annually between 20 percent to 30 percent reaching a volume of SR10 billion,” he said.
Dahlan said the lack of creativity in the Saudi advertising market encourages Saudi clients to look for foreign advertising companies with brand names. “This is because we do not have a clear understanding of the art of marketing of which advertising is an important pillar,” he said.
Dahlan said the hazy understanding of the concept of marketing and advertising has led companies to cut down their advertising budgets which are, in all cases, less than the budgets of the other international companies.
“This specific field requires creators and marketers who are able to sell service and products professionally,” he said.
