...event; message recall and retention; (2) communications effects related e.g...Conversion Surveys Media coverage analysis 3 Be sure that your objectives...to those listed in Figure 2. However, a critical question needs...groups; (1) those who attended, (2) those just aware, and (3...an ROI figure. The first step, therefore, is to go to...difference will be considered the increment caused by your event. • Multiply...

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