AWUSArab Women Union Society
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In summary, results indicate that the presence of local or national advertising has an impact on AWUS individually as well as in combination with the primary direct mail piece.
Finally, in answer to RQ3, the combination that yields the highest contribution to AWUS is PNat, which utilized both the primary direct mail piece and national advertising.
Interestingly, local cooperative advertising seems to contribute more to AWUS as compared to national advertising.