Domestic marketing communication is comparatively simple in comparison to international marketing communication. International marketing communication is a difficult task because of several complexities. Following are the difficulties which make international marketing communication more complicated than domestic marketing communication:
Differences in Regulations:
Regulations governing promotion vary widely between countries. An exporter has to understand these regulations thoroughly and ensure that the promotion programs are in conformity with such regulations of each country concerned. A communication strategy or approach that is permitted in one country could be illegal in another country.
Cultural factors have utmost consideration in designing the advertisement strategy, particularly the message design. The cultural factors, however, are very complex and difficult to understand. What may appeal very well to people of one country may be distasteful or even offending to people of some other countries. The differences in the beliefs or attitudes associated with colors, numbers, symbols, etc., are well-known. The differences in the consumer behaviour and consumption habits are also very important factors to be considered in designing the communication strategy.
The effectiveness of media, the availability of media, the cost of media etc., differ between countries and this may call for different promotional media strategies in different countries.
Besides the availability and efficiency of the promotional media, there are several other infrastructural factors which affect marketing communications like the availability and equality of advertising agencies, marketing research firms, etc.
The cost of promotion, particularly advertising, in advanced countries is often prohibitively costly for Indian exporters who, in general, are of small means. The advertisement outlay should normally be very large if it should have any impact.
There are many instances of the language causing problems in international marketing communication. Word by word translation of Ad slogans and the like into certain foreign languages sometimes give different or distorted meanings. Similarly, as mentioned in an earlier section, the same word may have different connotations in different languages. Even some of the English words mean different things in different English speaking countries.
Home Country Regulations:
There may also be home country regulations which affect promotion. For example, Indian exporters are confronted with certain Government of India/ Reserve Bank of India regulations regarding promotion abroad like the restrictions on expenditure abroad for promotion.