Each star earns a perfect 100 E-Score which is a composite measure that weighs relative marketing effectiveness of each celebrity.

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Not only did government regulators underplay scientific evidence of the effectiveness and relative safety of DDT, they also failed to appreciate the distinction between its large-scale use in agriculture and more limited application for controlling carriers of human disease.

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While goals are not necessary for activity or even productivity, they provide us with a relative standard against which to measure the effectiveness of our efforts, aiding us in the elusive quest for fulfillment.

FORBES: Don't Be A Slave To Circumstance -- Set Goals

At the same time, Facebook has seen its growth slow recently, raising questions in the minds of investors about the effectiveness of its social ads and its relative lack of mobile ads.

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He said that the growing use of comparative effectiveness research, which provides information on the relative strengths and weaknesses of different medical technologies, could help close the gap between what is known and what is done in pharmaceutical care.

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The relative difficulties of using agents of biological warfare effectively and the ease and effectiveness of alternatives (especially plain, old-fashioned explosives) argue against a massive expenditure of resources to counter bioterrorism.

ECONOMIST: Letters