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| RAPID PROTOTYPING: |
| a process of producing quick rounds of mockups, models, or concepts in rapid succession, evaluating and reiterating after each round to develop more effective products, services, or experiences. |
| REACH: |
| the number of people exposed to an advertising or brand message. |
| RECENCY EFFECT: |
| the observation that last impressions tend to be stronger than earlier impressions, including first impressions. |
| REPUTATION: |
| the shared opinion of a product, service, or organization among all the members of its audience. |
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