International Communication process involves:

The sender: Refers to the marketing firm which conveys the message to consumers or receiver. The sender encodes the message into words and images and then is translated into the language of the target market.  Examples are advertisements (McGraw, 2005).

Encoding: Is the process whereby the message from the source is converted into effective symbolism for transmission to a receiver. The advertiser puts the company’s message about the product into words and images that are aimed at the target consumer while regarding the regulations, ethics, and culture of the audiences to be provided with that message (McGraw, 2005).

Message: A message contains all the information or meaning that the sender aims to convey, a message is put into a transmittable form depending upon the channels of communication. A message may be verbal or non-verbal, oral, written or symbolic.

Any message prepared to be transmitted internationally should consider others’ culture characteristics, political and legal factors in order to be suitable and easily accepted (McGraw, 2005).

The message channel: Refer to the communication channel used to send the message to the target market. Examples are: Magazines, billboards, pamphlets, Television and radio, Salespeople, telemarketers, or individuals involved in a trade show, web pages, and computer terminals on retailer premises (McGraw, 2005).

International media policies should be considered when the sender selects the type of media to transmit the intended message internationally (McGraw, 2005).

The receiver: Refer to the target audience or customers who receive the message by way of reading, hearing or seeing. The receiver receives the advertising message from the sender and decodes it into meaning. A number of factors influence how the message is received. This includes the clarity of message, the interest generated, the translation, the sound of words and the visuals used in the message (McGraw, 2005).

Internationally receivers respond to messages that seem suitable, the one’s that respect their beliefs, values and culture, so the marketer should consider this psychological factor in crafting their advertisements for easy acceptance of messages by receivers.

Decoding: Is the process whereby the target consumer receives the message from the advertiser and translates in into meaningful information. It is when the receiver interprets the message from the information source for clear understanding.

Noise: Is the Interference injected by cultural and language differences between the advertiser, sponsors and the target audience. They are uncontrollable and unpredictable influences.

The advertised message should consider all the cultural, ethical and legal factors in order  to avoid biasness while going global.  

Feedback:  Is the response offered by the receiver regarding the message presented towards him or her. Feedback can identify whether the receiver has been satisfied by the message or not.  Feedback regards the effectiveness of a company’s message.

 BACHUBIRA ZAITUNI