What are the steps of the communications process and how can cultural differences affect the final message received?
1. An information source
The marketer and its product ready for promotion.
2. Encoding
Messaged translated into appropriate meaning.
3. A message channel
Advertising media and/or personal sales force.
4. Decoding
Encoded message interpreted as meaning.
5. Receivers
Action by consumer responding to decoded message.
6. Feedback
Evaluation of communications process and measure of action by receiver.
7. Noise
Competitive activities, other sales people, confusion etc.
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International Promotion and Advertising
- What is comparative advertising?
- What is local responsiveness?
- What is the Pan-European advertising strategy?
- How can the communications process help an international marketer avoid problems in international advertising?
- What is sales promotion and how is it used in international marketing?
- What are the reasons for pattern advertising?
- What special media problems confront the international advertiser?
- How can advertisers overcome the problem of low literacy in their markets?
- Can advertising be standardized for all countries?
- What are some of the major challenges confronting an international advertiser?
- How can a company use a satellite TV and deal effectively with languages, different cultures and different legal systems?
- What is the difference between advertising strategy when a company follows a multi domestic strategy rather than a global market strategy?