In a Starch analysis, a magazine ad for Absolute vodka received a score of 140 . What does this mean?
a. That particular ad scored 140 percent above comparable ads.
b. That particular ad scored 40 percent above comparable ads.
c. The percentage of respondents who read half or more of the written material in the ad was 40 percent.
d. The percentage of respondents who recalled seeing the ad was 40 percent.
e. That particular ad is capable of generating market-share gains of 40 percent.
Question 2
The compensatory heuristic allows you to make trade-offs among the attributes of different options when making a decision.
a. True
b. False
Indicate whether the statement is true or false
