Promotion must communicate effectivelyor it's a wasted effort. Yet it is often difficult to achieve effective communication. The communication process can break down in many different ways. Understanding the whole communication process can improve promotion. Your text offers two models of communication The Traditional Communication Process (Exhibit 13-3) and A Model of Customer-Initiated Communication (Exhibit 13-5). Each of these different elements can influence the effectiveness of a firm's promotion effortso marketing managers need to consider each element when planning or modifying their promotion. The whole promotion effort may fail because of a failure in just one element. Question: Does a marketer who has set up a website on the Internet to enable interactive communications initiated by customers need to worry about the elements of the traditional communication process? Explain your thinking.