In the context of advertising, a marketer's self-reference criterion (SRC) affects the ultimate success of the communication.

Name: In the context of advertising, a marketer's self-reference criterion (SRC) affects the ultimate success of the communication.
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The international communications model's significance is that one or all steps in the process, cultural factors, or the marketer's self-reference criterion (SRC) can affect the ultimate success of the communication.

In the Context of Advertising, a Marketer's Self-Reference Criterion (SRC)