When planning international advertising, managers must be careful ...

[sjones]

When planning international advertising, managers must be careful to avoid reference to one's own cultural values or experiences known as ____.
 a. global misunderstanding c. the self-reference criterion
  b. international barriers d. geocentrism

Question 2

Which of the following is NOT a key feature of IMC?
 a. The customer represents the starting point for all marketing communications activities.
  b. Brand managers and their agencies should be amenable to using various marketing communication tools.
  c. Multiple messages must speak with a single voice.
  d. The ultimate goal is to influence brand awareness and enhance consumer attitudes toward the brand.
  e. Build relationships.

[ngr69]

Answer to Question 1

C

Answer to Question 2

D