Find Advertising, Marketing and PR expertise in United Republic of Tanzania

Advertising, marketing and PR is a developing industry in Tanzania. It is large enough to make each separate sector a viable career option. The Tanzania Communications Commission (TCC) under the Ministry of Communications and Transport and the Ministry of Cooperatives and Marketing are the key government bodies overseeing the sector. The leading global brand WPP has four subsidiary companies in the country.

The Public Relations Association of Tanzania (PRAT) was established in 1999 and aims to become the leading PR association in Tanzania. It currently represents around a quarter of those working in PR and communications in the country. In an attempt to bolster government image and growth in the PR industry, the government ordered that every ministry and government agency should employ two PR or communications professionals. Despite this there have been concerns that PR is not growing as fast as other communications sectors such as marketing but leading firms such as Frontline Porter Novelli are hoping to make more companies realise the potential of effective use of PR. It is, however, a popular choice for students studying journalism and mass communication in Tanzania; in 2010 80% of students studying journalism in an Iringa university opted to major in PR.

The first Tanzania Marketing Communication Conference (TMCC) was held in 2011 and focussed on bringing professionals in the industry together to develop the sector. There are a number of specialised marketing companies in Tanzania, some of which have their own associations such as the Tanzania Association of Oil Marketing Companies. Although specialised marketing and PR companies do exist many professionals work in-house.

The World Economic Forum Global Competitiveness Report (2012-13) measures supply and demand indicators in 144 countries worldwide. Extent of marketing describes the extent to which marketers use sophisticated advertising tools and techniques on a scale of 1 to 7 (1 meaning that little use is made of them and 7 that extensive use is made of them). Tanzania scores 3.1, below the world mean of 4.1 and ranks 122^nd. It ranks similarly in buyer sophistication, coming 118^th with a score of 2.8 indicating that buyers in the country put more emphasis on cost than on a sophisticated analysis of performance attributes.

Print press and broadcast media such as radio and television remain keystones of the marketing, advertising and PR industry in Tanzania. However with the spread of technology, internet advertising and social media are becoming increasingly effective and widespread.

In addition, outdoor advertising remains popular although in 2011 the government attempted to reduce the vast numbers of billboards on Tanzania’s roads by taking them down amid strong objections from outdoor advertising companies. Promotional events and merchandising is another popular way in which companies can communicate with consumers.