This example examines the relationship between Brand A's recommendation potential and exposure to various modes of communication associated with Brand A. This CHAID analysis shows that people who had recently visited the Brand A website and had either (1) attended a trade conference where Brand A had a booth or (2) read/saw print ad were noticeably more likely to recommend Brand A than others. Exposures to online or print ads or newsletters were less effective in driving brand recommendation for Brand A when the website was not visited.