Question

A manufacturer of pens has hired an advertising agency to develop an advertising campaign for the upcoming holiday season. To prepare for this project, the research director decides to initiate a study of the effect of advertising on product perception. Advertisement A greatly undersells the pen’s characteristics. Advertisement B slightly undersells the pen’s characteristics. Advertisement C slightly oversells the pen’s characteristics. Advertisement D greatly oversells the pen’s characteristics. A sample of 24 adult respondents, taken from a larger focus group, is randomly assigned to the four advertisements. The respondents are then asked to rate the pen from 1 to 7 (lowest to highest) on the product characteristic scales of appearance, durability, and writing performance. The combined scores of three ratings for the 24 respondents are as follows.

A	B	C	D
15	16	8	5
18	17	7	6
17	21	10	13
19	16	15	11
19	19	14	9
20	17	14	10

1. At the 0.05 level of significance, is there evidence of a difference in the mean rating of the pens following exposure to four advertisements?
2. Which advertisements should you use and which advertisements should you avoid? Explain. Hint: Use One-Way ANOVA spreadsheet.

Answer 1