1. Do you believe that online advertising has more potential to engage viewers than mass media advertising? Why or why not? Describe your personal media consumption habits. For example, do you read or subscribe to any newspapers or other paid media?

2. What is a rich media ad? What benefits does it offer the marketer? Does it have any potential downsides? Give an example of a rich media ad that caught your attention.

3. What aspects of promotional email design would you consider if you were designing an email to invite students to a meeting of the organization mentioned in question 4? Where would you put the most important information? What would be your call to action? Would you offer an incentive? If so, describe what you would offer as an enticement to participate.

4. Assume that WilyMarketer.com is running an email campaign to acquire new customers. It is considering two options: review the following option choices. In either event, actual campaign management will be outsourced to an interactive agency. Which program would you recommend and why?

A. Option A would use a high-quality rental list of 100,000 email addresses. Direct costs under this option would be the rental list at $250/m and creative, program management and reporting costs will be $10,000. If the email campaign brings in 623 new customers, what is its customer acquisition cost?

B. Option B would rely on banner advertising at $20 CPM, which has a predicted click-through rate of 1.5 percent. The campaign is designed to reach 100,000 viewers, and its creative, program management and reporting costs will be $10,000. How many customers will it bring in and what is the customer acquisition cost?

Reference:

Roberts, M. L., & Zahay, D. L. (2013). Internet marketing: Integrating Online and Offline Strategies. South-Western Cengage Learning.