問9
頻出度★★★
インターネットを利用した広告において, あらかじめ受信者からの同意を得て, 受信者の興味がある分野についての広告をメールで送るものはどれか。
平成25年度 秋期 ITパスポート試験 問9
ストラテジ系経営戦略マネジメント › マーケティング
This question's explanation and your answers so far.
解説
問 9
Incorrectア
Affiliate advertising is a mechanism in which the operator of a website or blog places a company's advertising links on their own pages and receives a performance-based reward when a result such as a product purchase or a membership registration occurs through that link. The medium carrying the ad is a web page, and it is not a method of sending email after obtaining the recipient's prior consent, so it is wrong.
Incorrectイ
Overlay advertising is advertising displayed superimposed on top of a web page or a video playback screen. Because it appears covering the content being viewed, it does not presuppose the viewer's prior consent, and it is not delivered by email either, so it is wrong.
Incorrectウ
Opt-out email advertising is a method in which advertising email is sent first without prior consent, and delivery is stopped at the point when the recipient expresses refusal, indicating that they no longer want it. The order of consent is the reverse of the question (send first, let the recipient refuse afterwards), so it does not satisfy the condition of obtaining consent in advance, and it is wrong.
- エ
正解 The correct answer is エ, opt-in email advertising. Opt-in means choosing to take part on one's own initiative; that is, a mechanism in which the recipient agrees (gives permission) in advance to receive advertising email. In opt-in email advertising, users themselves register the fields they are interested in and the genres of information they want to receive, for example when signing up for membership, and only advertising email that matches that consent and those registered items is delivered. This matches exactly the two points in the question: obtaining the recipient's consent in advance, and sending advertisements about fields the recipient is interested in by email. Because only the content the recipient wanted arrives, the response rate is high, and it is distinguished from junk mail (spam); this is another characteristic. In Japan, the Act on Regulation of Transmission of Specified Electronic Mail requires that advertising email use the opt-in method in principle.
ここがポイント
- Opt-in = deliver only after obtaining the recipient's consent in advance; opt-out = deliver first and stop when the recipient expresses refusal. The timing of consent is reversed, and that is the decisive difference between the two.
- Distinguish the main forms of Internet advertising: affiliate advertising (performance-based reward links placed on pages), overlay advertising (displayed superimposed on the screen), and opt-in / opt-out email advertising (delivered by email).
用語