engaged a large number of people to send mails from the company's own id. The campaign
was a smashing success — sale of Crispy Chicken went up by 45% compared to the
previous year.

The highly impressed representatives of BarnRaisers, a provider of digital marketing
solutions, asked Charlene Richardson for the tips for such a fabulous success with
electronic media.

This was her reply: "Ask fundamental business questions. What are the desired results?
Who do you want to attract? Where do you find them? What are the measurements that
matter? If you take the time to ask and answer these questions, the right path for your
business stans to reveal itself. "

Questions :

1) What may the reasons for choosing email as the medium of communication to
promote the brand?

2) Why was the campaign a smashing success?

3) What are the 7 Cs to be observed in communication?

4) Which are the guidelines to be followed in sending emails?

5) Explain the audience — centered approach employed in the emails

6) Highlight the peculiar features of the product that attracted consumers 7) Explain
the 'you attitude’ in the mind of the sender
8) What did BarnRaisers want to leam from ‘Fresh for You' Foodmaker?

(20 marks)

Page 2 of 2