Think of a situation you’ve experienced in which some communication process you were involved in did not go as well as it might have. Any kind of communication will work for the example – it doesn’t have to be marketing communications. Using the Communication Process Model (Exhibit 12.6) and accompanying discussion as a guide, systematically retrace the steps of that communication experience through the elements of the model and identify (a) where the problems occurred and (b) what could have been done differently at each problem step to make the communication experience better.
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