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Humidity or a leak in the foundation or roof of a house can supply enough moisture for the creation of colonies of molds. Air-conditioning systems and dehumidifiers, because of condensed water, can also help

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list. A typical code could look like this: R34Y. With a four-character coding system, you can assign unique codes to 1.5 million people. A ve-character code gives you 52 million unique codes. You make your Web site address as simple as possible: www.Nikkon.com/R34Y. When Susan enters this address in her Internet browser or clicks on it, your site functionality immediately checks the last four characters against a lookup table that is stored in memory and is able to respond, Welcome, Susan. Your software, with Susan s permission, will leave a cookie on her computer so that when she comes back the next time, you can say, Welcome back, Susan. If your promotion is via TV, radio, or print, the address will be different. You might tell the customer to contact www.Nikkon.com/BAR2. The B might tell you that this is a mass communication promotion, and the AR2 tells the Web site which of 42,000 particular ads on a TV or radio station or in a periodical prompted Susan s response. In this case, of course, you cannot say Welcome, Susan, but you can know exactly what prompted Susan to pay the Web site a visit.

for Long Entry. The chromosome that represented the best solution for long entries at the open contained three genes. Each gene was composed of four numbers and corresponded to a specific rule. The numbers for Gene 1 were 4, 850,65, and 653, which specified an openinterest decline rule (case 4), a look-back of 34, and a threshold of 0.042, respectively. The last number (653) was not used or translated because the rule did not require three blanks to be filled in, only two. If this information is taken and translated into plain language, the rule says that the open interest must decline at least 4.2% over the past 34 bars for the rule to evaluate as TRUE. In other words, the open interest 34 bars ago (relative to the current bar) minus the open interest 1 bar ago, divided by the open interest 34 bars ago, was greater than 0.042. The numbers for Gene 2 were 1, 256, 530, and 709. The fust number (1) specified a simple price comparison mle (case I). When the additional numbers were translated to the correct lookbacks and thresholds, it is apparent that this rule fires (evaluates as TRUE) when the close 3 days ago is greater than the close 14 days ago plus 3.46 times the average true range.

Web response involves a Web microsite that is set up speci cally to receive customer responses to promotions. A microsite differs from a regular company Web site in that it is constructed with a particular group of promotions in mind. The setup cost is much lower. A major company Web site, like www.marriott.com, costs millions of dollars to create and maintain. (This site, by the way, is one of the best on the Web.) Every company needs a main Web site, although most do not need a site that is as complex and powerful as the Marriott site. What we are describing in this chapter is a microsite that can be set up for a one-time fee of $3000 and maintained for $400 per month or even less. This microsite has a database associated with it on the same server. In fact, the two are really part of the same system. As an example of such an email connecting to a microsite, Figure 7-1 shows an email that I developed after one of my speeches. It was sent to all the attendees who gave me their business card during the speech.