CULTURAL IMPERATIVES OF ADVERTISING ACROSS BORDERS: A CRITICAL REVIEW OF TRENDS
Abstract Advertising, a derivative of Promotion, one of the four P’s[1] of marketing, is designed to persuade the target a...
CULTURE AND INTERNATIONAL ADVERTISING: PERSPECTIVES ON THE STANDARDIZATION VERSUS SPECIALIZATION DEBATE
The ultimate goal of advertising, regardless of the approach employed, is to persuade its target audience to make decisions that ...