=+40. TV ads. A start-up company is about to market a new computer printer. It decides to gamble by running commercials during the Super Bowl. The company hopes that name recognition will be worth the high cost of the ads.

The goal of the company is that over 40% of the public recognize its brand name and associate it with computer M10_SHAR8696_03_SE_C10.indd 356 14/07/14 7:31 AM Exercises 357