Author Question: A direct-response offer must include a call to action. a. True b. False Indicate whether the ... (Read 44 times)

cartlidgeashley · **on:** Jun 28, 2018

A direct-response offer must include a call to action.
a. True
b. False
Indicate whether the statement is true or false

Question 2

There are a number of actions that businesses can take to increase the level of trust that consumers have in them. Identify three specific actions and explain why they are important in creating trust.

kjo;oj · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

True

Answer to Question 2

Being transparent about data collection and use, via privacy policies and other actions, is one way. Use of one or more privacy seals may be another. Adhering to the FIPPA, and making that known to consumers, would be another. Being vigilant about data security, and again, making this evident to consumers is another. There is probably nothing more damaging to corporate trust than a well-publicized data breach? Should they not use behavioral tracking, adware and spyware? It would be difficult to target ads without the behavioral tracking allowed by adware, but companies could probably do without spyware. Less obviously, but perhaps equally importantly, companies can be an active force in their industry supporting consumer-friendly data practices. They can also engage in programs that support the communities in which they have a presence and/or engage in cause-related marketing.

Trust takes long effort to build and can be destroyed quickly.