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The following practices are strongly suggested when writing custom attributes: The attribute class should represent some state of the target construct. If the attribute requires certain fields, include a constructor with positional parameters to collect that data, and let optional fields be initialized with named parameters, as needed. Don t implement public methods or other function members other than properties. For additional security, declare the attribute class as sealed. Use the AttributeUsage attribute on your attribute declaration to explicitly specify the set of attribute targets. The following code illustrates these guidelines: [AttributeUsage( AttributeTargets.Class )] public sealed class ReviewCommentAttribute : System.Attribute { public string Description { get; set; } public string VersionNumber { get; set; } public string ReviewerID { get; set; } public ReviewCommentAttribute(string desc, string ver) { Description = desc; VersionNumber = ver; } }

If the response rate for direct mail is 1.8 percent, any direct-mail offer would be a loser. This is proof of the assertion that database marketing does not work with packaged goods. But with email, pro table database marketing becomes a possibility. The response rate will be lower, at 1 percent, but the marketing costs are far lower. The value of a prospect s name is 14 cents. A marketer might be willing to offer half that for a name. The lifetime value sets an upper boundary for the offering price. Anyone who offers to pay the full lifetime value for a prospect s name will never make a pro t. As a rule of thumb, we can assume that buyers will never offer more than half the projected lifetime value to acquire a name. So the offering price of a name with a projected LTV of $0.14 could not be higher than $0.07. So, if the offering price of a prospect name to an e-commerce consumer name buyer is $0.07, what is the name worth to the seller Here we have to consider marketing costs. Buyers do not materialize from nowhere once names are acquired. To sell names, most companies need the services of list managers and brokers who must advertise and get fees. The list owner will be lucky to get 75 percent of the offering price from any one buyer. With luck, the names can be sold several times per year. So we end up with the value of a name looking something like Table 5-5. So we have an answer for the CEO of the new dot com. His names are worth $0.16 each if he nds a good list manager and promotes the names, and if everything goes well.

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At the beginning of the chapter, you saw that you can access information about a type using its Type object. You can access custom attributes in the same way. There are two methods of Type that are particularly useful in this: IsDefined and GetCustomAttributes.

The second parameter in the EventHandler delegate type is an object of class EventArgs, which is declared in the System namespace. You might be tempted to think that, since the second parameter is meant for passing data, an EventArgs class object would be able to store data of some sort. You would be wrong. The EventArgs class is designed to carry no data. It is used for event handlers that do not need to pass data and is generally ignored by them. If you want to pass data, you must declare a class derived from EventArgs, with the appropriate fields to hold the data you want to pass.

Amounts Offering price Marketing costs Net revenue Sales per year Value of a name $0.07 25% $0.053 3 $0.158

Even though the EventArgs class does not actually pass data, it is an important part of the pattern of using the EventHandler delegate. Class object and class EventArgs are the base classes for whatever actual types are used as the parameters. This allows EventHandler to provide a signature that is the lowest common denominator for all events and event handlers, allowing them to have exactly two parameters, rather than having different signatures for each case.

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