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he names and addresses of ultimate consumers have always been valuable in direct marketing, if you know how to use them. But not all names are valuable. In the last 20 years, we have discovered that the names and addresses of purchasers of packaged goods sold in retail stores have almost no value. This is because you can t pro tably use direct mail to get people to buy packaged goods in retail stores. What could I do with a clean, household database of all the families in the United States that use Ivory Soap I could lose a lot of money. Database marketing is incremental. You are already selling Ivory Soap in retail stores. Your assumption is that, by sending direct-mail messages, you might sell a little bit more Ivory or a little bit more of another P&G product, perhaps 10 percent more. When you look at the cost of direct mail, you will soon learn that you are dead wrong. Ivory Soap is selling in some supermarkets at $1.29 for four bars. The pro t on those four bars is obviously tiny. A 10 percent increase would be even tinier. A good response to direct mail is 2 percent. There is no way that direct mail could possibly increase sales suf ciently to pay for itself when promoting most packaged goods. This is true not only for Ivory Soap but for almost everything sold in a supermarket, of ce supplies store, hardware store, or department store. Manufacturer after manufacturer has tried promotions with rebates by direct mail. They have collected thousands of consumer names and addresses in this way. None of them has gured out a way to make money from those names.

Declares that the publicly exposed members should be checked by the compiler for compliance with the CLS. Compliant assemblies can be used by any .NETcompliant language. Declares that the construct can be serialized. Declares that the construct cannot be serialized. Declares that the construct should not be used. The compiler also produces a compile-time warning or error message, if the construct is used. Declares that the implementation is unmanaged code. Declares that the method should be exposed as part of an XML web service. Declares what types of program constructs the attribute can be applied to. This attribute is applied to attribute declarations.

The simple attributes shown so far have used a single attribute applied to a method. This section describes other types of attribute usage.

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That does not mean that consumer names are worthless for direct mail Catalogs obviously work extremely well Supermarkets pro tably send circulars that get customers to come back, or to shop on Tuesday night Names of parents of new babies are very valuable indeed What does not work well is the two-step direct-mail process for regular packaged goods: Send consumers a direct-mail letter inviting them to go to a retail store to buy the product If you use TV, radio, or print to do this, it works like gangbusters Why are the names of packaged goods purchasers worthless There are several reasons: The margins on these products are low Certi cate redemption is very slow it takes up to 6 months to nd out what is happening To make a pro t, you need repeat sales (low margin).

Note XNA provides shortcuts for the most commonly used vectors, such as Vector3.Up for (0,1,0),

You can apply multiple attributes to a single construct. Multiple attributes can be listed in either of the following formats: Separate attribute sections stacked on top of each other A single attribute section, with the attributes separated by commas

For example, the following two sections of code show the two ways of applying multiple attributes. The sections of code are equivalent. [ Serializable ] [ MyAttribute("Simple class", "Version 3.57") ] [ MyAttribute("Simple class", "Version 3.57"), Serializable ] Attribute Attribute // Stacked // Commas

You can t redeem a certi cate for every sale, or you would go broke So you never nd out about the subsequent sales There is no way to gure out if you are succeeding When people buy packaged goods at a retail store, their purchase may be captured by the store when the product is scanned If the store has a proprietary card, it may know that Helena Hughes bought a tube of Crest toothpaste on August 17 But the store won t tell Crest about it because of privacy considerations The small amount that Crest might pay for the information would not compensate for the bad public relations if Helena found out that her name was being used and complained about it publicly Retail stores simply will not sell this information They have been burned, and they know better.

Besides classes, you can also apply attributes to other program constructs such as fields and properties. The following declaration shows an attribute on a field, and multiple attributes on a method: [MyAttribute("Holds a value", "Version 3.2")] public int MyField; [Obsolete] [MyAttribute("Prints out a message.", "Version 3.6")] public void PrintOut() { ... // On a field // On a method

Crest doesn t want the information, anyway, because it can t gure out how to use it to make a pro t..

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