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Electronic Commerce




Book needed;;Chapter 4;E3---You have been employed by HGTV to sell space on its site to advertisers. Create a memo;of approximately 300 words in which you describe the advantages of advertising on HGTV;in a form that the HGTV sales team can use as a resource when they are making presentations to potential advertisers. You may choose to promote space on the main page, other;specific pages, or all pages. You may also choose to include the advantages of HGTV?s;permission-based e-mail marketing system as part of the promotional package. Be;prepared to explain why your promotional strategy should work.;C1. Oxfam;Oxfam?s success and growth was due to many dedicated volunteers and donors who;continued and expanded their financial support of the organization. In the 1960s, Oxfam began;to generate significant revenues from its retail stores. These shops, located throughout Great;Britain, accept donations of goods and handcrafted items from overseas for resale. Today, those;stores number more than 800 and are staffed by more than 20,000 volunteers.;Oxfam often deals with humanitarian disasters that are beyond the scope of its resources.;In these cases, the organization provides aid by mobilizing an international lobbying staff that has;contacts with key aid agencies based in other countries, governments in the affected area, and the;United Nations.;In 1996, Oxfam opened a Web site to provide information about its efforts to supporters and;potential donors. The Web site included detailed reports on Oxfam?s work, past and present, and;allows site visitors to make donations to the organization. Although Oxfam gladly accepts any;donations, it encourages supporters to commit to a continuing relationship by making regular;donations. In exchange, it provides regular updates about its activities on the Web site and;through an e-mailed monthly newsletter. The Web site includes a sign-up page for the e-mail;newsletter, which goes out to several hundred thousand supporters.;Oxfam has been involved in relief work in Sudan since the 1970s, when it provided help to;Ugandan refugees in the southern part of the country. More recently, Oxfam was an early;responder to the 2004 crisis in that country. Oxfam set up sanitary facilities and provided clean;drinking water in camps set up for thousands of displaced people fleeing pro-government Arab;militias. The need in Sudan rapidly exceeded Oxfam?s capacity and it decided to use e-mail to;mobilize support for the project.;Oxfam planned an e-mail campaign that would send three e-mails in HTML format to;supporters on its existing e-mail list over a six-week period. The first e-mail included a photo of;children in one of the camps. The text of the e-mail message described Oxfam?s efforts to provide;clean water to the displaced people living in the Sudanese camps. The e-mail included links in two;places that took recipients to a Web page that had been created specifically to receive visitors;responding to that e-mail message. The Web page allowed visitors to make a donation and asked;them to provide their e-mail addresses, which would be used to send updates on the Sudan project. A second e-mail was sent two weeks later to addresses on the list that had not yet responded.;This second e-mail included a video file that played automatically when the e-mail was opened.;The video conveyed the message that Oxfam had delivered $300,000 in aid to the camps but that;more help was urgently needed in the region. This second e-mail included three links that led to;the Web page created for the first e-mail. Two weeks later, a final e-mail was sent to addresses;on the list that had not responded to either of the first two e-mails. This third e-mail included an;audio recording in which Oxfam?s executive director made a plea for the cause. The e-mail also;included text that provided examples of which aid items could be provided for specific donation;amounts.;Oxfam?s three-part e-mail campaign was considered a success by direct marketing;standards. The first e-mail was opened by 32 percent of recipients and had a click-through rate;of 8 percent. The second e-mail had similar, but somewhat higher, results (33 percent opened;10 percent clicked-through). Ninety percent of those who opened the e-mail watched the video.;The third e-mail continued the slightly increasing trends for opening and attention (34 percent;opened, and 94 percent listened to the audio), but the click-through rate was much higher than the previous two e-mails (14 percent). Also, the dollar amount of donations increased with each;subsequent e-mailing. The e-mail campaign raised more than $450,000 in its six-week period.;Oxfam coordinated this e-mail effort with other awareness activities it was conducting in the;same time period. The organization sent letters to supporters who had not provided e-mail;addresses and ran ads in two newspapers (The Independent and The Guardian) that carried;messages similar to those in the e-mails.;-------------------;needs answering;2. Oxfam used only its existing e-mail list for this campaign, it did not purchase (or borrow;from other charitable organizations) any additional e-mail addresses. Evaluate this decision.;In about 300 words explain the advantages and disadvantages of acquiring other e-mail;addresses for a campaign of this nature.;5. A manager at Oxfam might be tempted to conclude that the sequence of formats used in;the e-mail messages was related to the increase in donations over the six weeks of the;campaign. In about 100 words, present at least two reasons why this would be an incorrect;conclusion.


Paper#72019 | Written in 18-Jul-2015

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