This is to be done on Biggby Coffee Direct response brand communication has the potential to help build relationships with customers and encourage loyalty, but it can also be considered a source of irritation and an invasion of privacy. How can you create content that would be of value to your target audience and spur them to action? Your response to this assignment will have two parts. First, you will assess how effectively your focus brand currently utilizes direct response and sales promotion tools and then you will design an e-mail marketing message to engage your audience and stimulate action. Part #1: Reflect Respond to the following questions for your focus brand (selected in the Personal Intro/Focus Brand Discussion in the Orientation): 1. How does your focus brand currently utilize direct response and sales promotions to engage with customers and motivate them to act? What specific direct response and sales promotion toolsfrom the chapterare utilized by your focus brand? (3 points) 2. How effective do you think the brands current direct response and sales promotion efforts have been in increasing the value of the brand? What opportunities exist to further engage with the target audience utilizing these tools?Explain.(3 points) Part #2: Apply Respond to the following questions for your focus brand (selected in the Personal Intro/Focus Brand Discussion in the Orientation) todesign an e-mail marketing message: 3. Considering the prospect data bases available (house lists, response lists, and compiled lists) as well as other methods of data collection,howwould you build your data base of customers and prospects for direct response communication? (3 points) 4. Drawing from your previous advertising strategic work and analysis of your brands current direct response and sales promotion efforts, what would be the objective of your marketing e-mail? Whatspecificaction(s) do you want the recipient to take after reading your e-mail?Note:Your direct response and sales promotion ideas must align with your advertising strategy to create synergy. (3 points) 5. What message would you communicate to spur the recipient to take the desired action? Respond to the following prompts to develop your e-mail message: a. Describe the offer. In creating the offer, be sure to answer the question whats in it for me? for the target audience. (Looking for ideas? Watch the video under Learning Activities 4 Proven Email Marketing Templates.) (4 points) b. As part of your offer, draw from the chapter material regarding sales promotion tools and developat least onesales promotionthat you would communicate in your e-mail to stimulate action. (4 points) c. How do you want the recipient to respond? What information will you provide to allow the e-mail recipient to respond directly to the offer? (Ex. Text, toll-free phone number, web link, e-mail address, address, etc.) (2 points) d.Youre now ready to create your e-mail marketing piece! Assemble your responses to a c to create a concise paragraph that flows together detailing the offer, sales promotion, and instructions for responding to the offer. Be sure to speak directly to your target audience.Note:You must also submit your response to 5 a c. (5 points) 6. Encouraging the target audience to stopping scrolling and click on your e-mail, starts with your subject line. Based on your planned message, write a subject line for your e-mail that evokes curiosity and / or creates a sense of urgency. (Looking for inspiration? Watch the video under Learning Activities How to Write Killer Email Subject Lines.) (3 points)

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Email-assignm....docx