On October 16th 2012 the Advertising workshop for UAE librarians was held in Abu Dhabi. The workshop gave an introduction to the exciting world of advertising and its role in today’s consumer society. It explained the mechanics of creating desires and demand among consumers through creative ideas. The workshop allowed librarians to share knowledge about this subject and to learn from eachother's experience.
A selection of great speakers guided participants through the world of advertising. Several questions were answered such as:
• What is advertising?
• What is the history of advertising ?
• What is the role of advertising
Also, the golden rules of good advertising were discussed just as advice on how to create ideas. The workshop ended with a practical exercise: developing ideas for an advertisement.
The speakers that guided the participants this day were:
Ghassan Kassabji - Managing Director TBWA\\RAAD-UAE
Ghassan’s achieved solid success in his advertising career tue to a strong and widely respected multicultural background resulting from more than 20 years in business development, marketing and advertising experience in the USA, Saudi Arabia, UAE and Lebanon. He is also a lecturer and a public speaker on various topics related to marketing communications.
Rafic Kamaleddine Chief Strategy Officer TBWA\\RAAD-UAE
During his 24 years of experience in advertising in the region, Rafic has worked with international advertisers like Motorola, Visa, and NIVEA among others. He also worked on regional clients like Almarai in Saudi Arabia, Etihad Airways, Emirates Airlines and the Qatar Foundation. Rafic also worked as a proefessor in the American University of Sharjah teaching case studies in communication and media planning.
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