The best way to evaluate the results of sponsoring a marathon is by
A. measuring spending equivalencies between free media exposure and comparable advertising space or time.
B. counting the number of people who attended the event and assuming they were all exposed to the company's name.
C. calculating the cost per thousand of putting up billboards across the entire marathon area.
D. counting the total number of advertisers participating in the event and dividing by the length of the event.
E. taking a survey of event attendees and asking if they recall seeing the company's name.
Answer: A
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