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Dubai: Global challenges in advertising will be one of the main topics addressed at the International Advertising Association World Congress 2006 here. Globalisation of markets, publishing and marketing issues, advertising expenditure, growth and the importance of the industry will also be debated. The IAA will examine shifts in ad spending, including a move away from TV. During the last quarter of 2004, TV advertising in the Middle East stood at over $46 million, where as it dropped to almost $14 million in the same period in 2005. The total advertising expenditure last year reached almost $1.5 billion. "Although TV is a good medium, we would have to make large investments for our advertisement to be affective," said Sabina Khandwani, head of research and marketing, Burjuman.
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