Communication decisions (promotion strategies) - The communication process

6 important questions on Communication decisions (promotion strategies) - The communication process

What is reverse marketing?

If the buyer has a positive post-purchase experience with a given offering on one occasion, this may dispose the buyer to purchase again on future occasions.

What are the five factors influencing the communication situation:

  1. Language differences
  2. economic differences
  3. sociocultural differences
  4. legal/regulatory differences
  5. competitive differences

Context of home country (2):

  • Sender, firm with an offering (product or service)
  • message, firm's message translated into ''market'' language
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Context of foreign country (2):

  • Channel or medium, mass communication medio or personal selling (word of mouth) etc.
  • receiver (audience) potential customer

Language differences in communication situation, need to change (3):

  • Trade names
  • sales presentation materials
  • advertisements adapted and translated

Legal and regulatory conditions:

Local advertising regulations and industry codes directly influence the selection of media and content of promotion materials.

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