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Advertising, marketing and PR is a developing industry in Swaziland.
Small scale commercial and subsistence farming occupies a large part of the Swazi workforce and thus marketing produce for small scale producers is important to the economy. The National Agricultural Marketing Board (NAMB) is a government parastatal which aims to create and markets and promotes locally produced products on the domestic and international markets. The Marketing Association of Swaziland is the main industry body in the country.
The Swaziland Public Relations Association (SPRA) is a member of the African Public Relations Association and is the leading professional body in the country.
There are a number of advertising companies operating in Swaziland including the major international outdoor advertising company FEPE International.
The World Economic Forum Global Competitiveness Report (2012-13) ranks Swaziland 126th out of 144 countries in extent of marketing with a score of 3.0 out of 7, below the world mean of 4.1. In this scale 1 indicates that little use is made of sophisticated marketing tools and techniques and 7 means that they are extensively used. Buyer sophistication in Swaziland is also low; it ranks 100th out of 144 and scores 3.1 out of 7, below the world average of 3.5. This indicates that buyers in Swaziland base their decisions less on sophisticated analysis of performance attributes and more on the lowest available price.
Traditional advertising media such as print media, outdoor advertising, commercial radio and television are widely used in Swaziland. Technological developments mean that internet advertising, most commonly through online versions of major national and local newspapers, is a growing trend. In addition, social media is starting to be used as a means of communication with consumers.