Ch. 7

Question 1

1. The term used to describe the expressed willingness of consumers to receive further promotional material from the marketer is:

a. opt-in.
b. opt-out.
c. registration.

Answer 1

a. opt-in.

179

Question 2

Acceptable email marketing practices under the CAN-SPAM law include:

a. using spiders and other anonymous collection techniques.
b. correct identification of the sender in the header.
c. sending unsolicited e-mail to prospective customers without giving them an opportunity to opt-out.

Answer 2

b. correct identification of the sender in the header.

192

Question 3

A true statement about spam on the Internet is:

a. most users are indifferent to the presence of spam.
b. fewer users say they are receiving spam today.
c. some users are reducing their use of email as a result of spam.

Answer 3

c. some users are reducing their use of email as a result of spam.

176

Question 4

The term used to describe the expressed willingness of consumers to receive further promotional material from the marketer is:

a. opt-out.
b. registration.
c. opt-in.

Answer 4

c. opt-in.

179

Question 5

The minimal acceptable standard for permission marketing is:

a. opt-out.
b. opt-in.
c. confirmed opt-in.

Answer 5

a. opt-out.

179

Question 6

Types of customer data that are important in good email marketing include:

a. physical mailing address.
b. purchasing behavior.
c. color and font preferences.

Answer 6

b. purchasing behavior.

181

Question 7

Steps in developing an email campaign include:

a. borrowing an inexpensive email list.
b. measuring the results of the campaign.
c. finding out what copy is available in company files.

Answer 7

b. measuring the results of the campaign.

182

Question 8

Guidelines for a good promotional email include:

a. using spiders and other anonymous email address collection techniques.
b. sending unsolicited e-mail.
c. Preheaders reinstating and reinforcing the offer

Answer 8

c. Preheaders reinstating and reinforcing the offer

184

Question 9

The Golden Rs of email marketing include:

a. reciprocity.
b. recency.
c. relevance.

Answer 9

c. relevance.

191

Question 10

10. Following good email marketing principles, a company gathered ________ (Q10) to send future emails about its products and asked customers to ________ (Q11) to receive promotional mailings via email.

a. transactions
b. email addresses
c. permission

Answer 10

c. permission

178

Question 11

11. Following good email marketing principles, a company gathered ________ (Q10) to send future emails about its products and asked customers to ________ (Q11) to receive promotional mailings via email.

a. opt-Out
b. double-Click
c. opt-in

Answer 11

c. opt-in

179

Question 12

Identify the three activities best suited to email marketing.

a. Newsletters, alerts and reminders, lead generation
b. Promotions and discounts, newsletters, alerts and reminders
c. Newsletters, interstitials, promotions and discounts

Answer 12

b. Promotions and discounts, newsletters, alerts and reminders

184

Question 13

Which choice below best represents why direct email marketing is superior to direct mail?

a. Faster, higher response rate, better list
b. Faster, cheaper, better tracking
c. Faster, higher response rate, cheaper

Answer 13

c. Faster, higher response rate, cheaper

174

Question 14

The following are elements of successful email promotional email except:

a. viral marketing options.
b. a call to action.
c. brand management.

Answer 14

c. brand management.

184

Question 15

15. The CAN-SPAM act requires applicable emails to have the following:

a. physical address, valid reply-to email, opt-in box.
b. physical address, valid reply-to email, unsubscribe provision.
c. physical address, valid reply-to email, P.O. Box.

Answer 15

b. physical address, valid reply-to email, unsubscribe provision.

192

Question 16

16. Which of the following is a good tip for a successful email marketing campaign?

a. Include lengthy articles to draw in the reader
b. Make use of the subject line to increase response rate
c. Restate your privacy policy on your web page

Answer 16

b. Make use of the subject line to increase response rate

184

Question 17

Which internet marketing tool would be best suited to viral marketing?

a. Online polls
b. Website personalization
c. Email

Answer 17

c. Email

184

Question 18

18. Which of the following is considered a best practice in email marketing?

a. relevant messages
b. daily emails
c. personalized subject lines

Answer 18

a. relevant messages

191

Question 19

19. The term for delivered email mail that is actually opened is the following:

a. open rate.
b. click-through rate.
c. privacy rate.

Answer 19

a. open rate.

188

Question 20

20. The number of people who took action on the email divided by number of emails is called the:

a. click-through rate.
b. A/B testing.
c. bounce rate.

Answer 20

a. click-through rate.

188

Question 21

Spam is only a minor annoyance to most Internet users.

Answer 21

False

176

Question 22

Personalization means stating the name of the person sending the email.

Answer 22

False

190

Question 23

There are some valid uses for spam e-mail in online marketing programs.

Answer 23

False

176

Question 24

Double opt-in is the minimum acceptable industry standard for building e-mail lists.

Answer 24

False

179

Question 25

Opt-out implies passive agreement on the part of an Internet user to allow marketers to contact the user for promotional purposes.

Answer 25

True

179

Question 26

A robust customer database is one key to effective email marketing.

Answer 26

True

180

Question 27

Email marketing can be carried out on an as-needed basis.

Answer 27

False

181-182

Question 28

The requirements of the CAN-SPAM law differentiate between acquiring new customers and communicating with existing ones.

Answer 28

True

192

Question 29

Email Marketing Service Providers provide no real benefit to marketers.

Answer 29

False

178

Question 30

Email Marketing is best used as a retention tool rather than acquisition tool.

Answer 30

True

174

Question 31

Hard bounces and soft bounces minus unsubscribes make up the bounce rate.

Answer 31

False

188