Shnutella, an international manufacturer of the hazelnut chocolate spread, is looking for a new advertising ambassador and a new product slogan. Because the pan-European football tournament (UEFA Euro) is coming up, the company decides to make a pro player its advertising ambassador. Under consideration are the goalie Oliver Kahn, the forward Luis Figo, and the midfielder Zinedine Zidane. Also being discussed are three new product slogans proposed by the ad agency Nobrain & Partners: (1) Chocolate with Discipline, (2) Chocolate, Ohlala, and (3) The Chocolate of the Champs. To help its decision-making, the manufacturer commissions a study to investigate the influence of each advertising ambassador with different combinations of slogans on sales in 500 test markets (see the files Shnutella.sav and Shnutella.dta).

(a) Which advertising ambassador would you select based on the results of singlefactor ANOVA using Scheffé’s method?

(b) Which slogan would you select based on the results of single-factor ANOVA using Scheffé’s method?

(c) The company’s management asks you to present recommendations for the new advertising ambassador and the new slogan. Interpret the results of multiple factor ANOVA. Discuss the requirements of ANOVA, the significance of each variable for sales, and possible contradictions in your answers above. Also describe which questions cannot be clearly answered by ANOVA.