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Enterprise Industries produces Fresh, a brand of liquid laundry detergent. In order to manage its inventory more effectively and make revenue projections, the company would like to better predict demand for Fresh. To develop a prediction model, the company has gathered data concerning demand for Fresh over the last 30 sales periods (each sales period is defined to be a four-week period). The demand data are presented in table below concerning y(demand for Fresh liquid laundry detergent) x (the price of Fresh). X (the average industry price of competitors' similar detergents), and x3 (Enterprise Industries' advertising expenditure for Fresh). To ultimately increase the demand for Fresh, Enterprise Industries' marketing department is comparing the effectiveness of three different advertising campaigns. These campaigns are denoted as campaigns A, B, and C. Campaign A consists entirely of television commercials, campaign B consists of a balanced mixture of television and radio commercials, and campaign Cconsists of a balanced mixture of television, radio, newspaper, and magazine ads. To conduct the study. Enterprise Industries has randomly selected one advertising campaign to be used in each of the 30 sales periods in table below. Although logic would indicate that each of campaigns A B and C should be used in 10 of the 30 sales periods, Enterprise Industries has made previous commitments to the advertising media involved in the study. As a result, campaigns A B. and C were randomly assigned to respectively. 9, 11, and 10 sales periods Furthermore, advertising was done in only the first three weeks of each sales period, so that the carryover effect of the campaign used in a sales period to the next sales period would be minimized Table lists the campaigns used in the sales periods To compare the effectiveness of advertising campaigns A 8 and we define two dummy variables. Specifically, we define the dummy variable De to equallif campaign is used in a sales period and otherwise. Furthermore, we define the dummy variable to equal if campaign C is used in a sales period and otherwise. Table presents the JMP output of a regression analysis of the Fresh demand data by using the model Historical Data Concerning Demand for fresh betergent Average Advertising Price for Industry expenditure price, for fresh x for resh 4.01 0.729 #/ 1 Saved Sales Price on Tre od 5.58 6.72 7.23 3.76 8.55 9.28 7.59 9.32 8.27 8.76 .61 6.53 5.52 7.97 6.78 5.28 5.20 6.03 6.52 7.84 4. AS 7.14 8.95 7.83 to 6.27 00 4.12 4.05 4.17 4.23 4.15 4.19 4.29 7.01 6.97 6.82 6.87 7.12 00 00 00 ANNOO 00 4.39 000 4.14 wwwwwwwwwwwwww SONO UNO 3.77 3.78 3.61 3.93 3.69 on you COCOON DOO NONNNN WUN 4.15 7.94 7.66 7.28 8.06 8.53 8.70 9.27 8.28 7.66 7.97 9.22 4.20 0.0003388 0.0003388

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