Topic 8, INTERNATIONAL COMMUNICATION DECISIONS

Question 1

Identify the factors affecting the communication situation to be considered in the international communication process.

Answer 1

Factors affecting the communication situation:

• Language differences
• Economic differences
• Sociocultural differences (religion, social conditions etc.)
• Legal/regulatory differences
• Competitive differences

Question 2

In advertising media decisions, explain the differences that should be analyzed to select the most suitable media.

Answer 2

Media decisions involves the following:

• Reach
• Frequency
• Impact
• Types (TV, magazines, social media etc.)

Question 3

Compare the advantages of hiring expatriates vs. locals as sales force.

Answer 3

Advantages of hiring expatriates (i.e., a German working for a German company abroad):

• Product knowledge
• High service levels
• Train for promotion
• Greater home control
• Cultural knowledge

Advantages of hiring locals:

• Understanding of the local culture
• Language skills
• Easier to ensure loyalty