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A Content Analysis of Direct Marketing Emails
Unformatted Document Text:  5 Literature Review Strategic Communication Model in Advertising and the Role of Email Marketing According to Cropp, Fleming and Cameron (2002), a strategic communication model implements the following key elements: 1) A focus on building and maintaining mutually beneficial relationships; 2) An emphasis on the use of research to develop strategy and to evaluate effectiveness; 3) An international/multi-cultural approach recognizing diversity as a universal strategic challenge today; 4) New technologies as important crucial channels of communication; 5) An integrated, “toolkit” approach that offers numerous tactics to implement strategy -- examples of tactics would be advertising, publicity, direct mail, email, web pages, special events, sales promotions -- the gamut of communication tools. Based on this model, email marketing plays an important supporting role in strategic communication. First, an ideal, or to say more effective email marketing aims at building and maintaining mutually beneficial relationships (Wientzen 2000); 2) Marketing communication researchers are conducting studies via different approaches to develop email marketing strategy and to evaluate its effectiveness (Jackson 2001; Krishnamurphy 2000; Tezinde et al. 2002); 3) Nowadays email marketing has been utilized ubiquitously on the web internationally and multi-culturally, its diversified formats need some universal strategic standards to face challenges today and point toward a more successful future; 4) Email technologies, opt-in and opt-out services are crucial in this kind of marketing communication; 5) As an important tactic to implement strategy in the gamut of communication tools, email marketing has received more and more highlights in both daily practice and academic research.

Authors: Jin, Yan. and Cameron, Glen.
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5
Literature Review
Strategic Communication Model in Advertising and the Role of Email Marketing
According to Cropp, Fleming and Cameron (2002), a strategic communication
model implements the following key elements: 1) A focus on building and maintaining
mutually beneficial relationships; 2) An emphasis on the use of research to develop
strategy and to evaluate effectiveness; 3) An international/multi-cultural approach
recognizing diversity as a universal strategic challenge today; 4) New technologies as
important crucial channels of communication; 5) An integrated, “toolkit” approach that
offers numerous tactics to implement strategy -- examples of tactics would be
advertising, publicity, direct mail, email, web pages, special events, sales promotions --
the gamut of communication tools.
Based on this model, email marketing plays an important supporting role in
strategic communication. First, an ideal, or to say more effective email marketing aims at
building and maintaining mutually beneficial relationships (Wientzen 2000); 2)
Marketing communication researchers are conducting studies via different approaches to
develop email marketing strategy and to evaluate its effectiveness (Jackson 2001;
Krishnamurphy 2000; Tezinde et al. 2002); 3) Nowadays email marketing has been
utilized ubiquitously on the web internationally and multi-culturally, its diversified
formats need some universal strategic standards to face challenges today and point
toward a more successful future; 4) Email technologies, opt-in and opt-out services are
crucial in this kind of marketing communication; 5) As an important tactic to implement
strategy in the gamut of communication tools, email marketing has received more and
more highlights in both daily practice and academic research.


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