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The manner of representing a shopper in which different individuals have the concept is another type of advertising benchmark. Some companies have the liberty to comply with the practices of successful entrepreneurs and entities when the practices are confirmed to offer advantages. The success of direct marketing and affiliate internet marketing and of direct marketers and affiliate entrepreneurs may be benchmarked and emulated. Meanwhile, a specific advertising campaign, which attracts a large throng of customers and has been lucrative on its own, will be seen as a benchmark as well.