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Gulnara Z. Karimova
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Global Journal of Management and Business

How to transform research results into the advertising message: The example of experiential artisanal tours in Morocco

Gulnara Z. Karimova

KIMEP University, Almaty, Kazakhstan

Email: gulnara.z.karimova@gmail.com

Accepted 20 October, 2015.

Citation: Karimova GZ (2015). How to transform research results into the advertising message: The example of experiential artisanal tours in Morocco. Global Journal of Management and Business, 2(1): 0045-053.

Copyright: © 2015 Karimova GZ. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are cited.


This study demonstrates to advertising and marketing planners how they can transform consumer research results into the advertising message. There are three main points in the advertising strategy: “the target group (to or with whom are we going to communicate?), the advertising objectives (why are we going to communicate or what are we trying to reach?) and the message strategy (what are we going to communicate?)” (De Pelsmacker, et al., 2010: 215). Generating the advertising message strategy is one of the most challenging stages of the advertising planning. This study adopts a practical perspective to advertising strategies using a study analysis of a small tourism business that manages in attracting niche visitor segments to Artisanal Tours within the tourism market in Morocco.

Key Words: Experiential tourism, internet advertising, SME, consumer research, Morocco, Fes.