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A Content Analysis of Direct Marketing Emails
Unformatted Document Text:  24 V15. Is there any 2-D cartoons inserted in the email? 1. Yes 2. No V16. Is there any free drawing inserted in the email? 1. Yes 2. No V17. Is there any 3-D animations inserted in the email? 1. Yes 2. No V18. Identify what is promoted in the email: 1. A product 2. A service 3. A brand 4. A Company 5. An idea/ An issue 6. Membership 7. Donation 8. Others V19. Identify the product/brand/company category promoted in the email: 1. Food 2. Medical care 3. Real estate 4. Sex-related 5. Education 6. Media service 7. Travel 8. Cosmetics 9. Electronics 10. Phone service 11. Finance 12. Others 13. No product/service/brand/company V20. Identify if there is any “call for action” words, phrases, or sentences reminding the time urgency of purchase or urging people to take action (e.g. in the email: “now,” “today,” ‘Sign up immediately,” “Last chance,” and so on) 1. Yes 2. No V21. Identify the incentives in the email: 1. Coupon 2. Lowered price (regular and lowered prices must be compared; only “just $XX” or “only $XX do not belong to this category) 3. Gift/ Premier

Authors: Jin, Yan. and Cameron, Glen.
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24
V15. Is there any 2-D cartoons inserted in the email?
1. Yes
2. No

V16. Is there any free drawing inserted in the email?
1. Yes
2. No

V17. Is there any 3-D animations inserted in the email?
1. Yes
2. No

V18. Identify what is promoted in the email:
1. A
product
2. A
service
3. A
brand
4. A
Company
5. An idea/ An issue
6. Membership
7. Donation
8. Others

V19. Identify the product/brand/company category promoted in the email:
1. Food
2. Medical
care
3. Real
estate
4. Sex-related
5. Education
6. Media
service
7. Travel
8. Cosmetics
9. Electronics
10. Phone service
11. Finance
12. Others
13. No product/service/brand/company

V20. Identify if there is any “call for action” words, phrases, or sentences reminding the
time urgency of purchase or urging people to take action (e.g. in the email: “now,” “today,”
‘Sign up immediately,” “Last chance,” and so on)
1. Yes
2. No

V21. Identify the incentives in the email:
1. Coupon
2. Lowered
price (regular and lowered prices must be compared; only “just $XX” or “only
$XX do not belong to this category)
3. Gift/
Premier


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