Ethics in Information Technology Chapter
3
T or F: Direct mail is cheaper, faster, and effective than email - ANS-False
T or F: The requirements of the CAN-SPAM law differentiate between acquiring new customers
and communicating with existing ones. - ANS-True
T or F: Personalization means stating the name of the person is who creating and sending the
email - ANS-False
_______ is the term used to describe the expressed willingness of consumers to receive further
promotional emails and materials from the marketer - ANS-opt- in
The CAN-SPAM Act requires applicable emails to have the following: - ANS-- physical address
-valid reply-to-email
-Unsubirbed Provision
Purchasing activities that are primarily rational in nature are to educate and to ________ -
ANS-convert
T or F: Email usage is expected to increase due to spam on the internet - ANS-False
T or F: Acceptable email marketing practices under the CAN-SPAM law include us9ing correct
identification of the sender in the header - ANS-True
Which internet marketing tool would be best suited for viral marketing that is shared or
forwarded easily from one user to the next? - ANS-email
T or F: good email is permission based. - ANS-True
For increased levels of customers permission to receive promotional emails. the _________
process includes the visitor check in a permission box and then responding to an email or text to
opt-in a second time. - ANS-double opt-in
With the ___________ form of permission, the user must "uncheck" the permission box that has
already been checked to receive promotional emails. - ANS-opt-out
The steps to creating a customer-focused email campaign include: - ANS-1. Gather customer
data (contact information, interaction, purchases, etc)
2. Derive customer insights from the data (needs, values, feedback, offers the customer would
use)
3. Suggest proactive actions
, 4. Evaluate results
A promotional email should include: - ANS--Clearly defined CTA (call to action)
-Good web design principles
-Time deadlines
The _______ rate is the percentage of undeliverable emails as a percent of the total sent. -
ANS-bounce
T or F: Open rates decline dramatically after 24 hours of being sent. - ANS-True
________ refers to directing marketing communications to individuals or bus8iness that have
been identified as valid prospects for acquisition or retention for the good service -
ANS-Targeting
_______ is the creation of new content, services, or even products based on the needs and
wants of an individual. - ANS-Customization
The "Golden R's" of digital emailing include: - ANS-- Relevance
-Recipient control
-Respect
_______ are fraudulent emails designed to get personal information like passwords -
ANS-phishing
The term used to describe the expressed willingness of consumers to receive further
promotional material from the marketer is: - ANS-opt-in
Acceptable email marketing practices under the CAN-SPAM includes: - ANS-correct
identification not the sender in the header
A true statement about spam on the internet is:
A-email usage is predicted to decline as a result of spam
B- consumers have stopped valuing messages from commercial sources as a result of spam
C- none of these is correct
D- fewer users say they are receiving spam today - ANS-A-email usage is predicted to decline
as a result of spam
Which of the following expresses the primary reason why Candian anti-spam law is stricter than
its US counterpart."
A- US anti-spam law doesn't require identification of the organization
B- Candian anti-spam law requires either implied or express consent from the recipient
C- Candian anti-spam law reguires idficatio nof the organziation
3
T or F: Direct mail is cheaper, faster, and effective than email - ANS-False
T or F: The requirements of the CAN-SPAM law differentiate between acquiring new customers
and communicating with existing ones. - ANS-True
T or F: Personalization means stating the name of the person is who creating and sending the
email - ANS-False
_______ is the term used to describe the expressed willingness of consumers to receive further
promotional emails and materials from the marketer - ANS-opt- in
The CAN-SPAM Act requires applicable emails to have the following: - ANS-- physical address
-valid reply-to-email
-Unsubirbed Provision
Purchasing activities that are primarily rational in nature are to educate and to ________ -
ANS-convert
T or F: Email usage is expected to increase due to spam on the internet - ANS-False
T or F: Acceptable email marketing practices under the CAN-SPAM law include us9ing correct
identification of the sender in the header - ANS-True
Which internet marketing tool would be best suited for viral marketing that is shared or
forwarded easily from one user to the next? - ANS-email
T or F: good email is permission based. - ANS-True
For increased levels of customers permission to receive promotional emails. the _________
process includes the visitor check in a permission box and then responding to an email or text to
opt-in a second time. - ANS-double opt-in
With the ___________ form of permission, the user must "uncheck" the permission box that has
already been checked to receive promotional emails. - ANS-opt-out
The steps to creating a customer-focused email campaign include: - ANS-1. Gather customer
data (contact information, interaction, purchases, etc)
2. Derive customer insights from the data (needs, values, feedback, offers the customer would
use)
3. Suggest proactive actions
, 4. Evaluate results
A promotional email should include: - ANS--Clearly defined CTA (call to action)
-Good web design principles
-Time deadlines
The _______ rate is the percentage of undeliverable emails as a percent of the total sent. -
ANS-bounce
T or F: Open rates decline dramatically after 24 hours of being sent. - ANS-True
________ refers to directing marketing communications to individuals or bus8iness that have
been identified as valid prospects for acquisition or retention for the good service -
ANS-Targeting
_______ is the creation of new content, services, or even products based on the needs and
wants of an individual. - ANS-Customization
The "Golden R's" of digital emailing include: - ANS-- Relevance
-Recipient control
-Respect
_______ are fraudulent emails designed to get personal information like passwords -
ANS-phishing
The term used to describe the expressed willingness of consumers to receive further
promotional material from the marketer is: - ANS-opt-in
Acceptable email marketing practices under the CAN-SPAM includes: - ANS-correct
identification not the sender in the header
A true statement about spam on the internet is:
A-email usage is predicted to decline as a result of spam
B- consumers have stopped valuing messages from commercial sources as a result of spam
C- none of these is correct
D- fewer users say they are receiving spam today - ANS-A-email usage is predicted to decline
as a result of spam
Which of the following expresses the primary reason why Candian anti-spam law is stricter than
its US counterpart."
A- US anti-spam law doesn't require identification of the organization
B- Candian anti-spam law requires either implied or express consent from the recipient
C- Candian anti-spam law reguires idficatio nof the organziation
