1. Non Verbal Business
Communication
Gestures that are innocent in Australia
could be highly offensive in another
culture. There are many examples of
business blunders that have arisen
through misinterpretation of non-
verbal communication cues, as
illustrated in table 2.6 page 102.
(READ NOW)

2. Questions to do
Page 104 Q1, 2 and 3

3. Visual Communication
Visual communication has developed into a powerful medium and
Organisations have at their disposal a variety of visual
communication techniques that can be utilised in a bid to capture
markets. These effective communication tools include:
■ movies ■ promotional videos, DVDs and CDs
■ billboards ■ comic books
■ magazines ■ brochures
■ print advertisements ■ instruction manuals
■ newspapers ■ the internet.
■ television advertisements

4. Visual business blunders
As with written communication, businesses
must undertake market research regarding the
visual promotion of their products to avoid
misinterpretation of the intended message.
Care has to be taken that these visual
representations do not transgress cultural
sensitivities.
READ TABLE 2.7 now on page 105 and then 2.8 on
page 106

5.  When planning a campaign to capture
overseas markets, businesses must establish
good communication links between the
organisation, customers, suppliers,
employees and governments.
 Lack of understanding and cultural
insensitivity result in poor communication,
which can destroy advertising campaigns and
international business relations.

6. Questions
 Read the article on page 107 and then
complete Q5 on page 106