Question 1: Explain the difference between customer acquisition and retention. Outline two marketing strategies that would help a company accomplish each of these two objectives. Present facts and logical arguments that support the use of each strategy for each objective. Limit your answer to 600 words.
Question 2: Many people have strong negative reactions to pop-up, pop-behind, interstitial, and rich media ads. Write a 500-word letter to the editor of an Internet industry magazine in which you explain, from the advertiser's viewpoint, why these ads are an effective advertising medium.