Sebastian Rodriguez 16-0929

Sebastian Rodriguez 16-0929

Sebastian Rodriguez 16-0929

1. Oxfam chose not to use online banner ads in this campaign. Explain the advantages
and disadvantages that Oxfam would have experienced by using banner ads to achieve
the objectives of this campaign.

• Advantage
– it doesn’t cost a lot of money .
– it is pretty cheap to advertise .
– gain brand recognition even if nobody clicks.

• Disadvantage
– it takes a lot of impressions to get clicks on your ad .
– people rarely pay attention to banner ad.
– people are very careful before clicking any ad.
Sebastian Rodriguez 16-0929

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. Explain the advantages and disadvantages of acquiring other e-mail
addresses for a campaign of this nature.

• Advantage
– appeal people at a large scale.
– Generated more donation.
– Help Sudan's people in more efficient way.

•​ Disadvantage
– Illegal to send email to anybody.
– Spend money.

3. For this campaign, Oxfam chose to use e-mails that contained HTML, audio, and video
elements rather than using plain-text e-mails. Describe the advantages and
disadvantages of using formats other than plain-text in this type of e-mail campaign. Be
sure to identify any specific trade-offs that Oxfam faced in deciding not to use plain-text
e-mail.

• Advantage
–more attractive
–create clickable
–links Customizable
– Rich Content

•​Disadvantage
–Bigger in Size
– Potential Security Risk
– Privacy Invasion

4. Oxfam used HTML in the first e-mail, video in the second, and audio in the third.
Evaluate the use of different e-mail formats for this type of message and consider the
sequencing of the formats that Oxfam used in this campaign. Summarize the
considerations that would affect a decision to use a particular sequence of e-mail
formats in a campaign such as this and evaluate the sequence that Oxfam used.

• HTML-photos & Massage

• Video-Oxfam work, appeal for more donation
• Audio-Director massage
• Email of director massage should be before video massage
Sebastian Rodriguez 16-0929

5. A manager at Oxfam might be tempted to conclude that the sequence of formats used
in the email messages was related to the increase in donations over the six weeks of the
campaign. Present at least two reasons why this would be an incorrect conclusion.

Ans-3rd email should be send first and then 2nd if necessary

1. Audio of Oxfam`s executive director is more powerful than audio of Oxfam had delivered
$300,000 in aid to the camps but that more help.

1. Director`s appeal is more trustful than simply a email saying that it has generated $300000
and its need is more.