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International marketing communication language
There
is a link in key marketing terms, which is based on Divide sense; transmission
of information. The source is also classified as a person, group or
organization with the meaning which tries to share with the audience. The
receiver is an individual, group or organization, which decodes the encoded message,
coding process (coding) of converting a number in the meaning of signs or
symbols. So the transmission medium is the means, the coded message from the
source to the receiver.
Integrated
marketing communications are aimed at the coordination of promotion and other
marketing efforts for maximum informational and persuasive effect. The main
goal is to send a consistent message to customers.
When
attempting to send a message language will be the main form of communication,
whether it is in personal selling, advertising, or any other method used in
IMC. Language is always going to be a challenge though it may seem like a
harmless problem. This is supported by the abundant number of studies conducted
examining the relationship between communication and linguistics.
When
considering linguistics there are various areas that must be examined. These
are: the different languages or accents
used in the country, the level of literacy; product or service choices; the use
of humour[1].
In
addition to these three levels, the rate of literacy is a crucial factor to
consider in international marketing communications whether it is a high or low
rate. A low level of literacy can significantly impede communication and the
marketer must handle this problem through creativity for example making sure
that an image sends a clear meaning in advertising and the use of verbal media.
On the other hand, a high level of literacy raises the issues of bilingual
communication. This is seen in many countries where in addition to their mother
tongue another language is understood and frequently used. Typically this
language is English.
We
suppose the internationalisation of business has a strong influence on a number
of disciplines of which Marketing Communication is probably one of the easier
to monitor. The authors have analysed Russian printed advertisements, listing
the English words used. Two important means of communication in advertising are
language and image and they are both strictly linked to the culture of the
country targeted for the advertisement. In the advertisements analysed in this
study, there is an attempt to sample two important trends of
internationalisation.
The
first one relates to international firms directing their advertising message to
the targeted country, therefore focusing on a particular culture, in this case Russia.
The second trend represents the effort of homeland enterprises, in this case Russian,
to 'internationalise’ themselves. The hypothesis of the authors is that Russian
firms, even though using English words in their advertisements, would do so in
a context more easily understandable by Russian readership[2].
We consider the
influence of culture in international marketing communications has been quite
extensively studied from a number of perspectives. Some of the key issues
discussed have been standardisated versus localisation; the country differs in
advertising regulations; the country differs in approaches or 'appeal’; in
graphic content (such as use of colour/size of pictures/number of products shown/price
included or not); in language.
The potential for
standardisation of the cross-cultural advertising of international firms was
discussed over forty years ago (Elinder 1961) and has received a great deal of
attention either in support of the idea that a standardised approach can be
rationalised (Buzell, 1968; Killough, 1978; Levitt, 1983) or discounted (Kotler
1968). Others later developed a conceptual framework to show that depending on
a range of factors affecting decisions, there would be various degrees of
adaptation. In a study of French and UK commercials, Whitelock and Rey (1998)
found that a standardised approach to advertising was limited to only a few
brands and of those identified only 47% were fully standardised.
We suppose Russian
language is specific because of the spirit of patriotism. Therefore,
advertising in English is transformed into a somewhat unusual form.
For example, using
of the adjective ‘russkii'. rather than ‘rossiiskii'. when referring to
‘Russian character' here is extremely interesting, since it implies a clear
distinCtion between ‘real’ ethnic Russians - men and women of ‘character’ — and
other, inferior types with whom they happen to share a common home. The notion
of ‘Russianness' featured on Siberian Crown’s social media pages is clearly a
very moveable feast indeed[3].
Conclusively, the
issues an international marketer must consider and infinite and every decision
is crucial to the success of the firm in the global market. What most scholars
advise international marketers to do is look for the similarities between
markets and then look for differences. It is equally important to keep an open
mind and to prevent factors like ethnocentrism and self-reference criterion
from impacting your decisions as a marketer. No matter how difficult the job is
due to the numerous factors discussed in the text the successful end result
will bring prosperity, wealth and a sense of achievement to the foreign nation,
investing firm and international marketer. All in all no matter where a firm
locates it should respect and value the new markets it enters to gain respect
from their international customers. As Winston Churchill proclaimed "we do
not covet anything from any nation except their respect."
Literature:
1. Consumer
Culture, Branding and Identity in the New Russia: From Five-year Plan to 4x4
(Routledge Interpretive Marketing Research) by Graham H.J. Roberts, 2016