Ads woo customers as spending increases in Ramadan

Advertising campaigns in Ramadan are mostly tactical and aim at promoting certain products or offers, at a time when consumer spending increases, according to experts. 

Companies across all sectors have launched advertising campaigns for the holy month to attract consumers. 

Campaigns are mostly tactical to take advantage of the increase in spending during the period and are most of the time specific, targeting certain products or features or offers, say industry experts. 

“It is aimed at driving sales. Branding campaigns are normally done during the dull months as that is when they need to remind customers that they are still there,” said a senior official at a leading marketing communications agency. 

According to a recent report by the global consultancy, Euromonitor International, for Muslims, purchasing decisions are based on products corresponding with their beliefs. 

Tailoring products for consumers of Muslim faith could open up vast consumer opportunities. 

It said there is much scope for using Ramadan as a commercial opportunity brand needs to tread carefully in order not to offend believers. 

In Qatar, although the amount invested in advertising campaigns during Ramadan and Eid differs from one industry to another, food and beverages, automotive, telecommunications, banks and fast moving consumer goods companies are considered the highest spenders on advertising campaigns during the holy month. 

Most industries have a spurt in advertising during Ramadan since there is a surge in consumer spending during the holy month and Eid, said an official at a communications agency. 

“Also since Ramadan is month of giving, campaign slogans are adapted to match traditions. Banks, for example, have lower interest rates for loans, automotive companies offer special deals like ‘cash back,’ enhanced free service periods, free insurance, and zero interest,” an expert said.

Advertising industry experts also say advertising campaigns reach their peak at the beginning of Ramadan and one week ahead of Eid. 

However, they claim that this year print media advertisements have not slowed down although nearly two weeks of Ramadan have passed. 

The Peninsula | Photo (Khaleej Times) for illustration only