Paste B I U A $ % 5 A1 X V f Problem 3. [20pts] A B C D Problem 3.1[20pts] WN 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. An experiment is designed to compare five different advertisements. 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 oversell the pen's characteristics. Advertisement Eattempts to correctly state 9 the pen's characteristics. A sampe of 30 adult respondents, taken from a largetr focus group, is randomly 10 assigned to the five advertisements (so that there are 6 respondents to each advertisement). After 11 reading the advertisement and developing a sense of "product expectation", all respondents 12 unknowlingly receive thesame pen to evaluate. The repondenets are permitted to test the pen and the 13 plausibility of the advertising copy. The respondents are then asked th rate the pen from 1 to 7 (lowest to 14 highest) on the product characteristic scales of appearance, durability, and writing performance. The 15 combined scores of three ratings (appearance, durability, and writing performance) for the 30 16 respondents are as follows: 17 18 19 A B C DI E 20 15 16 8 5 12 21 18 17 7 6 19 22 17 21 10 13 18 23 19 16 15 11 12 24 19 19 14 9 17 25 20 17 14 10 14