Cremics, a multinational drug manufacturing company, used a saffron trident in a promotional campaign for one of its drugs in India. The saffron trident, a religious symbol in India, was meant to indicate the three levels of efficacy of the drug but mistakenly conveyed a religious message to Indians. This miscommunication indicates a problem associated with which of the following steps of an international communications process?

Question

Quizplus · Accepted Answer

In this case, the miscommunication of the message is most likely associated with the encoding stage of the international communications process. The encoding step causes problems even with a "proper" message. At this step, such factors as color, timing, values, beliefs, humor, tastes, and appropriateness of spokespersons can cause an international marketer to symbolize the message incorrectly.

Cremics, a Multinational Drug Manufacturing Company, Used a Saffron Trident