9. Suppose that you were a brand manager and had developed an experiment in¬

volving four Midwest test cities in which four levels of advertising expenditure were used over a six-month period. The resulting sales were compared with the sales during the same six months of the previous year. During your pre¬

sentation to top management, you run into two challenges. First, the executive vice president claims that the budget levels suggested by the model will not apply to your campaign in the East because response to advertising is different in that part of the country. Second, the advertising manager claims that the new campaign will have a much higher response than previous advertising and consequently the model output is of no relevance. How would you respond to these questions?