PAGE 212. CASE 1 WEEK 2, question 1
1. In about 100 words, explain the advantages and disadvantages that Oxfam would have experienced by using banner ads to achieve the objectives for this campaign.
Banner Ads are great when designed to target a specific group of people, however (for lack of a better example) banner ads are essentially like sharks designed to seek out their prey, which can be a double-edged sword. Considering the subject matter of Oxfams cause, I do think banner ads could be seen as a little too abrasive in advertising. Their main objective in this campaign is to acquire donations, so despite the aggressiveness of banner ads, one very important advantage to a banner ad is that it shows a product and/or service that a certain group of people are already interested in. The disadvantages are that some people may not like their activity to be tracked, and they are afraid of receiving spam from other advertisers.
2. In about 300 words, explain the advantages and disadvantages of acquiring other email addresses for a campaign of this nature.
A very important advantage in acquiring more email addresses for the campaign is obviously visibility; the more people you notify about your cause, the greater the chances you have at more donations. The downside is some people may not like being emailed about a cause they may not be interested in, or even if it does strike their interest, most people will disregard the email as spam. The decision Oxfam made to continue contacting the people that are on their mailing list is highly effective and safe because they know the interest of the people they are contacting. Oxfam knows at some point in time, if they are persistent, people will at least watch the video, absorb the information which can lead to more donations. Advantages of acquiring other email addresses: You are reaching more people, which could possibly lead to more clicks and donations....
Please join StudyMode to read the full document