Cremics, a multinational drug manufacturing company, used a saffron trident in a promotional campaign for one of their 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?
A. Encoding
B. Decoding
C. Media channel selection
D. Message transmission
E. Information source selection
Ans: A. Encoding
Business
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