Okay, so some quick advertising considerations. You have vertical vehicles, which are very specialized to one industry. And it could be to maybe the petrochemical industry or maybe even within petrochemicals, a specific type of petrochemical such as ethylene and so on. Or it could be very horizontal where it's non industry specific, but it could be one function specific such as for CPAs, that any CPA regardless of industry can be. We also have to think about all the different kind of metrics used. And it may differ depending on the kind of tool that we use, or vehicle that we use. And so some widely used metrics are things like reach, which talks about how wide our audience is. Frequency, how much repetition there has been. CPR, which stands for cost per rating, which talks about the efficiency of your span. Not all advertising matrix can be or should be quantitative some can be qualitative, such as how well people have understood, or a message. And since more and more advertising now is being done even to be online, we can think about web metrics such as not only click throughs but also conversions rates. But since some products entail very long sales cycles, we can think about things like the kind of downloads, which is a good gauge of the interest that our buyer will have. Okay. So, personal selling considerations and you'll notice that a lot of these considerations are more in the realm of HR. So it's not just marketing that we have to know for personal selling management, but it's also HR, as well in terms of hiring the right people, training them well, and motivating them to do the best job possible. We also can think about segmenting among our customers, and so for some very large and important customers, we can have an organization dedicated solely to them and that is what strategic account selling means. And now more and more, not all of it has to be on premises. So a lot of the sales force works can be automated. So I've done some research on sales force automation. So I think we have to be very resourceful in terms of what to do on site. And what we can automate and do online. Okay, lastly, and I'll keep my comments here very brief. This is just a summary work sheet where you can map out your promotion strategy and B2B. And here, we see the Ws in terms of what you want to achieve for each W. Which is outlined in terms of the communication objectives and a key consideration and promotion of course, the balance between push and pull. So pull is more suggestive of advertising push is more subjective of personal selling. And you'll notice that depending on the objective at hand, pull maybe more emphasize such is the case with the who, whereas with to whom, it's much more push, so I mentioned that I'll give you this question about gatekeeper. And we'll have the discussion on the discussion board, but here it tells us that maybe the use of technical seminars and having a very selective guest list is a way to go to make sure that we don't get gatekeepers making trouble for our communication strategy. So again, refer to this list and let's discuss these issues more there. Okay wrapping up. I think we learned in this segment that especially given the five Ws with even B2B promotion, there are many goals that we need to achieve. But that said, what's really fortunate for us is that we just don't have to rely on just one weapon, as was true with boxing, here too we have many punches that we can use. Whether it's not just personal selling but it can be sales promotion, it could be advertising. And we learned about AIDA, again not the opera, AIDA which is the hierarchy. How we had to move the buyer along to get to the close stage, and we do that by aligning the wanted response with the proper promotion action. And we learned about this also specifically in the context of advertising. And lastly, I gave you this what I hope will be a very useful worksheet foryou to plan your promotion strategy.