When planning international advertising, managers must be careful to avoid reference to one's own cultural values or experiences known as ____.

Question

Quizplus · Accepted Answer

The self-reference criterion is the tendency to refer to one's own cultural values and experiences when planning international advertising. This can be problematic as it may lead to misunderstandings and inappropriate messaging in other cultures. Global misunderstanding (A) is not a specific term related to advertising and international marketing. International barriers (B) is too broad and does not specifically address the issue of cultural references in advertising. Geocentrism (D) refers to the belief that one's own culture or country is superior to others, and while related, is not specifically about avoiding cultural references in advertising.

When Planning International Advertising, Managers Must Be Careful to Avoid