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TRUE/FALSE
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Chapter 7: Email Marketing to Build Consumer and Business Relationships
MULTIPLE CHOICE
ANS: A REF: p. 179
ANS: B REF: p. 192
ANS: C REF: p. 176
ANS: C REF: p. 179
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ANS: F REF: pp. 181-182
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ANS: F REF: p. 178
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ANS: F REF: p. 188
ESSAY
ANS:
Permission email marketing means that the user has agreed to receive the email communication and can be thought of as “anti spam.” Both Dreamfield’s pasta and Scott’s Turf Builder first get permission from their customers to send targeted email communications. Staples also gets permission during its registration process. Students can describe one of these campaigns in a sentence or two.
REF: p. 178
Although the law refers to acquisition and promotional emails, good retention marketers also comply and compliant practices include including a valid domain name and reply to address and identify the person who send the email, identify the email as an advertisement and include the sender’s physical postal address as well as an opt-out or unsubscribe provision. Students can refer to Figure 7.16, guidelines from the DMA, and look up the chart online to get a clearer picture of what is shown.
REF: pp. 192-193
Students can refer to the elements in Table 7.2 and should first point out that the design will depend on the objective of the email and then discuss the importance of the preheader, subject line offer, time deadline, web design principles, viral marketing and social media integration and CAN-SPAM act compliance.
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