he traditional and customer initiated communication processes in promotion
Listed below are several descriptions of different promotion situations. The first five reflect examples of the “Traditional†process and the last two of the “Customer-Initiated†process. In each case:
- a) Identify the problem element of the communication process. There is a problem with the promotion effort. For some reason, communication has not been effective. You may see different elements of the promotion process that may be related to the problem.
- b) Offer an explanation – briefly explain why you think that element is a problem, and how the communication process might need to be changed to correct the problem. (Note: your recommendation may include changing one or more elements of the traditional communication process other than the one that you noted as the major problem.)
