Transcript International Communication Process

By Dennis Gutierrez
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What is the International Communication in international business?
“according to R.D. Babcock, business communication is a dynamic, bidirectional, multiply influenced, and transformational translation process in
international business communication, the complexity and diversity of this
translation process is compounded as individuals send and receive messages
that are translated through multiple languages and cultures. In an increasingly
fast-paced, interrelated, and expanding globalized business communication
environment, individuals who represent different cultures and possess various
levels of language competency send and receive messages that cover an entire
range of subject complexity, (from the most simple to the most complex) and
require a need for precise wording (from low importance to mandatory)”
In other words the communication process takes place between the
manufacture sponsor (sender) and the international consumers(receiver).”
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What is the International Communication process involves:
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The sender:
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The sender encodes the message into words and images and then is
translated into the language of the target market.
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Examples are: ads, commercials, posters, etc.
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The receiver:
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Receives the advertising message from the sender and decodes it into
meaning.
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The medium or channel:
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The communication channel used to send the message to the target
market.
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Examples are: Magazines, billboards, pamphlets, Television and radio,
Salespeople, telemarketers, or individuals involved in a tradeshow, web
pages, computer terminals on retailer premises, etc.
Sender
International Sponsor
Encoding
decoding
message
Target market feedback:
Message recall purchase
Receiver
International costumer
Noise: cultural
difference ,
message, interest
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Noise:
Noise is the Interference injected by cultural and language differences
between the advertiser, sponsor, and the target audience.
Feedback:
Is the information regarding the effectiveness of a company’s message.
Encoding:
Is the process whereby the advertiser puts the company’s message
about the product into words and images that are aimed at the target
consumer.
Decoding:
is the process whereby the target consumer receives the message from
the advertiser and translates in into meaningful information.
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The media infrastructure is the main challenge in countries of
different levels of economic development. Media infrastructure is
the communication channels and the structure in an international
market.
Media Availability:
Is the local available media and channels that can be used in order
to communicate with the target consumers.
Media Reliability:
The media is not reliable in order to reach the target consumers
within the intended time frame.
Advertising Regulations:
Advertisers encounter numerous restrictions imposed by hostcountry governments that limit their ability to communicate
effectively with the target consumer.
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Media Restrictions:
Are limitations imposed by local existing media:
Limiting the number and types of advertisements.
Cultural differences: language barriers, religion, customs.
Media Costs:
varies depending on the Income per capita of target market.
competition for media from advertisers.
Translation costs.
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Hiring Local and international Advertising Agencies:
This strategy is more likely to be used by a company that uses
a localized marketing strategy, appropriate when knowledge of
the target market and adaptation are important.
Creating relationships between the multinational corporation
and the agency allows for easier interaction with local media
and government. However, the quality of advertising is often
not at the level provided by a large international advertising
agency.
Choosing the right advertising strategy:
Adaptation – to adapt their promotional mix to the target
market.
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References:
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Lascu, Dana-Nicoleta. International Marketing. Atomic Dog Publishing,
2008. Print.
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Babcock R, Du-Babcock B. Language-Based Communication Zones in
International Business Communication. Journal Of Business
Communication [serial online]. October 2001;38(4):372-412. Available from:
Business Source Premier, Ipswich, MA. Accessed November 22, 2011.