Abstract Advertising, a derivative of Promotion, one of the four P’s1 of marketing, is designed to persuade the target audience of a product to make purchase decisions favorable to the advertiser. However, advertising is more than just a rhetorical tool, particularly as it crosses cultural boarders. Available literature focuses on advertising that studied consumer behavior within the context of the vagaries of market forces. This school locates the basics of consumer demographics and psychographics within the synchronicity of economic indices. This paper, however, looks at an area often ignored in mainstream research: the opportunity to study advertising within the more qualitative measures of cross-culture contexts. JCMRJournal of Communication and Media Research, Vol. 2, No. 2, October 2010, 15 – 24 . About the author Samuel K. Tesunbi, Ph.D., is an Associate Professor of Advertising and Program Coordinator, Communications and Multimedia, School of Information Technology and Communications, The American University of Nigeria, Yola, Nigeria. Full Article Words: 4,177 Pages: 10 To access full article, click on download. Article Citation Tesunbi, S. K. (2010): Cultural imperatives of advertising across borders: A critical review of trends. Journal of Communication and Media Research 2(2): 15 – 24. 1 The four P’s of marketing are Product, Price, Place, and Promotion.
Samuel K. Tesunbi (Sat,) studied this question.