BUSINESS COMMUNICATION

(Lost in Translation)

(Lost in Translation)

What was your overall impression when you first watched this video?

The overall impression when we watched “Lost in Translation” video clip and convey us an appropriate message that business communication is becoming increasingly intercultural, virtual, and change focused in the face of workforce diversity and the globalized business arena. These forces of change have emphasized the need for successful exchange of professional and business communication across cultural boundaries. These constituencies include present and future customers, shareholders, competitors, employees, distributors, retailers, regulators, government officials, and the public at large. The messages, media, and objects of communication vary depending on the constituency involved. The reasons a firm may seek to convey a message also vary. It is not always the case that a firm uses marketing communications to sell its products or services. Firms may use marketing communications to create awareness of products, to provide specific information, or to establish or reinforce associations, attitudes, or preferences (Bovee, 2010).

What were the most vivid visual memories you have from the video?

The most vivid visual memories from the “Lost in Translation” video clip are related to the importance of various potential goals of business communication vary as a function of different moderating factors, including the product's stage in the life cycle, the competitive position of the firm, the intensity of competitive activity, and the degree of loyalty or brand switching in the product category. By coordinating their business communication efforts, companies can avoid duplication, take advantage of synergy among various communication tools, and develop more efficient and effective business communications programs. For example, creating awareness is much more important early in the life cycle of a product than it is for a mature product with a long and well-known history. Similarly, providing information about the positive dimensions of a product, to differentiate it from competitors' products, will be more important in the face of competition than in the absence of significant competition. A communication may very well reinforce memory or an existing attitude, and failure to repeat the communication (in the absence of other communications) may well result in decay in memory or positive attitude over time. Thus, wearout need not mean that a communication is not producing an effect; rather it means only that the communication is not producing any observable incremental effect (Bovee, 2010).

Based on our readings and discussions in this course, how did the audience (in this case, the message receiver in the video) 'decode' the message?

The audience decode the message through unique dimensions of electronic interactive media. There is interaction but this interaction is without the personal, face-to-face dimensions of such interpersonal communication modes. Electronic interactive communication also provides a wider and more immediate scope of communication among customers. Such communication remains a source of new ideas for empirical research and development of theory. Although the Internet is widely heralded as a new medium for interactive communications, consumers have already begun to provide evidence that they have integrated the Internet experience into their broader media ...