COMMUNICATION TO

WORLD MARKETS

Presented by,
Najla.C
Roll no.13
COMMUNICATION

 Communication is a five step process involving the

source, encoding, information, decoding and the
receiver.
The international communication
process includes,

 An information source
 Encoding
 A message channel
 Decoding
 Receiver
 Feedback
 Noise
An information source
 It is a marketer wit a product to sell to a specific target market
i.e with a product message to communicate
 The product message to be conveyed should reflect the needs
and wants of the target market.

 Eg. Bicycles designed and sold in the United States to

consumers fulfilling recreational exercise needs are not sold
for the same reason in a market where the primary use of
bicycle is transportation
Encoding
 The message from the source converted into effective
symbolism for transmission to a receiver
 At this step such factors as color, timing, values, beliefs,
humor, tastes and appropriateness of spokespersons can cause
the international marketer to symbolize the message
incorrectly.
 Problems of literacy, media availability and types of media
create problems in the communications process at the
encoding step.

 Eg. The marketer wants the product to convey coolness so the

color green is used; however people in the tropics might
decode green as dangerous or associate it with disease.
A Message channel
 The sales force and/or advertising media that convey the
encoded message to the intended receiver

 Message channels must be carefully selected if an encoded

message is to reach the consumer.

 Eg. Errors such as using television as a medium when only a

small percentage of an intended market is exposed to TV is an
example of ineffective media channel selection in the
communication process.
Decoding
 The interpretation by the receiver of the symbolism
transmitted from the information source

 Decoding problems are generally created by improper

encoding, which caused such errors as Pepsi’s “come alive”
slogan decoded as “come out of the grave”.

 Decoding errors may also occur accidentally. Such was the

case with Colgate-Palmolive’s selection of the brand name
Cue for toothpaste. The brand name never intended to have
any symbolism; nevertheless it was decoded by the French
into a pornographic word.
Receiver
 Consumer action by those who receive the message and the
target for the thought transmitted

 Errors at the receiver end of the process generally result fro a

combination of factors, an improper message resulting from
incorrect knowledge of use patterns, poor encoding producing
a meaningless message, poor media selection that doesn’t get
the message to the receiver, or inaccurate decoding by the
receiver so that the message is garbled or incorrect
Feedback

 Information about the effectiveness of the message that flows

from the receiver the intended target back to the information
source for evaluation of the effectiveness of the process

 A proper feedback system {ad testing} allows a company to

correct errors before substantial damage occurs.
Noise
 Uncontrollable and unpredictable influences such as
competitive activities and confusion that distract from the
process and affect any or all of the other six steps

 Noise comprises all other external influences, such as

competitive advertising, other sales personnel and confusion at
the receiving end that can distract from the ultimate
effectiveness of the communication.

 Noise is a disruptive force interfering with the process at any

step and is frequently beyond the control of the sender or the
receiver.
The process of International
communication is as shown in the figure.
Encoding
Message
Channel
Noise
Message
translated Advertising
into Competitive media and/or
appropriate activities, other personal sales
meaning salespeople, force
confusion n so
on
Decoding
Feedback
Evaluation of Encoded
communications message
process and interpreted into
measure of meaning
Information
source action by
Receiver
receiver

Marketer Action by
with a consumer
product responding
to decoded
message
Cultural Context A Cultural Context B
PROBLEMS AND INTERNATIONAL
CONSIDERATIONS IN COMMUNICATION
PROCESS

 LEGAL CONSTRAINTS
 LINGUISTIC LIMITATIONS
 CULTURAL DIVERSITY
 MEDIA LIMITATIONS
 PRODUCTION AND COST LIMITATIONS
 MEDIA PLANNING AND ANALYSIS-
TACTICAL CONSIDERATIONS
 LEGAL CONSTRAINTS

 Laws that control comparative advertising vary from country

to country
 A variety of restrictions on advertising of specific products
exists around the world. Advertising of pharmaceuticals is
restricted in many countries.
 Advertising on television is strictly controlled in many
countries
 Some countries have special taxes that apply to advertising,
which might restrict creative freedom in media selection.
LINGUISTIC LIMITATIONS
 Language is one of the major barriers to effective
communication through advertising

 In addition to the translation challenges, low literacy in many

countries seriously impedes communications and calls for
greater creativity and use of verbal media.

 Multiple languages within a country or advertisement area

pose another problem for the advertiser.

 Communication through verbal and non verbal language

COMMUNICATION THROUGH
VERBAL LANGUAGE
 Language is a very significant part of culture without which
communication is not possible. The bigger problem is that
there are 5000 spoken languages all over the world.

 Marketers should attempt to understand how consumers

process linguistic information.
 COMMUNICATION THROUGH NON-
VERBAL LANGUAGE
 It has been observed that people do not always communicate
through spoken or written language. People knowingly or
unknowingly communicate with one another in a non verbal
language.

 Body language includes movement, appearance, dress, facial

expressions, gestures, posture, use of silence, use of touch,
timing, tone and rhythm of speech etc.
CULTURAL DIVERSITY

 The problems associated with communicating to people in

diverse cultures present one of the great creative challenge in
advertising.
 If the perceptual framework is different, perception of the
message itself differs.
 Low context and high context culture
MEDIA LIMITATIONS

 Limitations on creative strategy imposed by media may

diminish the role of advertising in the promotional program
and may force marketers to emphasize other elements of the
promotional mix.
PRODUCTION AND COST
LIMITATIONS

 Creativity is especially important when a budget is small or

where there are severe production limitations, such as poor
quality printing and a lack of high grade paper.
MEDIA PLANNING AND ANALYSIS-
TACTICAL CONSIDERATIONS
 AVAILABILITY- One of the contrasts of international
advertising is that some countries have too few advertising
media and others have too many.

 COST- Cost is another important problem

 COVERAGE- Two points are particularly important. One

relates to the difficulty of reaching certain sectors of the
population with advertising, and the other to the lack of
information on coverage in many world marketplaces

 LACK OF MARKET DATA

METHODS OF COMMUNICATION

 ADVERTISING
 PERSONAL SELLING
 PUBLICITY
 SALES PROMOTION etc
METHODS OF COMMUNICATION

ADVERTISING - is any personal or

non personal communication that is
transmitted to targeted customers
through media, for example,
television, newspapers, magazines,
direct mail etc
COMMON ADVERTISING MEDIA’S

 Newspapers- The newspaper industry is

suffering in some countries from lack of
competition

 Magazines- The use of foreign national

consumer magazines by international
advertisers is notably low for many reasons

 Radio and Television-Possibly because of

their inherent entertainment value, radio and
television are major communications media in
most nations.
COMMON ADVERTISING MEDIA’S

 Satellite and cable TV-Of increasing importance in TV

advertising is the growth and development of satellite TV
broad casting.

 Direct mail-It is a viable medium in an increasing number of

countries. It is especially important when other media are not
available.
 COMMON ADVERTISING MEDIA’S
 The Internet-Though still evolving, the Internet is emerging
as a viable medium for advertising and should be included as
one of the media in a company’s possible media mix.

 Other media- Cinema, Billboards etc

SOME FAMOUS BILLBOARDS…
METHODS OF COMMUNICATION

 PERSONAL SELLING - is all about having a face to face

exchange with the customer.

 PUBLICITY- It is communication about a business or its

products through a news story format, which is transmitted
through mass medium without media costs being incurred.

 SALES PROMOTION- It can be directed either at the

customer, sales staff, or distribution channel members (such
as retailers) to buy the product or service
Reference

 International Marketing- Andrew Mcauley

 International Marketing- P.K. Vasudeva
 Global Marketing