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Figure 7-2 shows the entire process in a nutshell Of course, there are still millions of Americans who do not yet make a habit of going to the Web in response to promotions That number is going down by thousands every day Before you nish reading this chapter, several thousand additional US households will have come online Today nearly everyone above the poverty level has a computer Just about everyone is using email at work or at home While people are looking at their email, it is an easy step to click on a Web site contained in the email to respond to your promotion..

A Stack Example.................................................................................................................................466

Figure 7-2

Generics in C#..............................................................................................................468

Continuing with the Stack Example....................................................................................................469

I am often asked what the typical response rates to a promotion are. There is, of course, no answer to this question. It depends on the audience, the offer, the package, the copy, the timing, and a host of other factors. Some promotions to customers have generated response rates of 40 percent or more. Most promotions to prospects are lucky to achieve a 1 percent response rate. An important aspect of promotion response is the method selected for receiving the response. Is it mail, phone, email or Web As this book demonstrates, Web response is the most cost-effective and powerful method. Let s take a look at a couple of cases to demonstrate this point.

Generic Classes ...........................................................................................................470 Declaring a Generic Class............................................................................................471 Creating a Constructed Type .......................................................................................472 Creating Variables and Instances ................................................................................473

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To start with, your Terrain will need a VertexBuffer. Because this requires a link to the device at runtime, you will store a VertexBufferContent in the TerrainContent object, which will later be deserialized into a working VertexBuffer. Adapt your TerrainContent class so it can store a VertexBufferContent object:

The Stack Example Using Generics ....................................................................................................475 Comparing the Generic and Nongeneric Stack...................................................................................477

An automobile manufacturer designed a credit card for its automobile customers. It created two different cards: a Titanium card with a $100 annual fee and a Gold card with no annual fee. The Gold card included a $50 reward package and an initial APR of 3.9 percent. The direct-mail promotions were sent only to the owners of the company s cars, not to the general public. The automobiles were

Constraints on Type Parameters..................................................................................478

Where Clauses....................................................................................................................................479 Constraint Types and Order ................................................................................................................480

designed for and sold to an upper-income segment that appreciated their performance and style. The owners were loyal to the brand. The promotions took place at a time when the credit card market had been saturated with offerings for the previous four years. Few cards were generating signi cant response rates. Overall, there was a surprising difference in the response to the two cards, as shown in Table 7-2. From these numbers, it is clear that the Titanium card was a loser. The acquisition cost of $297 per account was really uneconomical. You can t subtract the $100 annual fee from this number because the fee will be paid only at renewal time, 1 year hence. At that time, if this card is like most cards, less than 50 percent will pay the $100 to renew. The Gold card, on the other hand, produced an unusually good response rate. Since the overall industry average acquisition cost for credit cards is well over $100, this automobile company made excellent use of its customer database to promote these cards, as its cost per account was only $57. The response to the cards was by phone or mail. No opportunity for Web response was offered. This could have been a serious mistake.

Generic Methods..........................................................................................................481

Declaring a Generic Method ...............................................................................................................482 Invoking a Generic Method.................................................................................................................483 Example of a Generic Method.............................................................................................................485

A major manufacturer of business-to-business computer products created an innovative Web site that was designed to Teach IT managers about the value of the company s services Get them to register Pro le them for the sales force Table 7-2 Card Response

Extension Methods with Generic Classes ....................................................................486 Generic Structs ............................................................................................................487

Titanium Low response High response Total response Cost/response Approval rate Cost/account 0.15% 0.40% 0.25% $317.50 107.00% $297.25 Gold 1.01% 4.71% 1.60% $49.96 87.22% $57.28

Generic Delegates........................................................................................................488

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