Creating greater awareness on Islamic advertising

By Hazwan Hilmi Bin Abdul Rahim

GOMBAK, 18 May 2017: An advertising seminar entitled ‘Research Studies on the Development of Advertising in Malaysia from the Islamic Perspective’ was recently held to gauge the response on Islamic advertising from among practitioners.

Held at KIRKHS Seminar Room on 11 May, the seminar which was part of the course on Principles and Practices of Advertising taught by Dr. Aida Mokhtar, saw presentations on research studies carried out by the students.

There were 13 groups altogether which presented their studies on the following topics: media planning and buying, creative process, account planning and research, account management, the types of advertisements from past to present, advertising agencies from past to present, and the target audience in Malaysia.

The main objective of the seminar was to create awareness on the practice and development of advertising from Islamic perspectives. It was designed for the students to articulate their understanding of the advertising concept and research process, and to share new findings on Islamic advertising along with IIUM’s mission on Islamisation and its tagline, ‘Premier International Islamic Research University’.

The event was told that the students faced challenges in getting respondents. “There was lack of response from advertising practitioners when asked about the Islamic perspective of advertising.” The students felt the issues raised and discussed at the seminar would be useful in planning for future research on Islamic advertising.

The presentations were evaluated by Dr. Aida as part of the continuous assessment marks for the course.

Dr. Aida hoped that one day Islamic values will be inculcated in advertisements in Malaysia for the benefit of mankind as Islamic advertising promotes universal values for all.

During the seminar, the class also had a small celebration marking the last advertising class of the semester. ***

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