Suppose Apple Is Considering Increasing Its Advertising Expenditures to Promote

Multiple Choice

Suppose Apple is considering increasing its advertising expenditures to promote the most recent iPhone. To try to assess the effect of such a move, it looks at sales in several small markets. In some of these markets Apple increased advertising expenditures by 30% and in others there was no change. When conducting this "experiment," what is the treatment?

A) iPhone sales in the small markets that were studied
B) The number of small markets that received an increase in advertising expenditures
C) The increase in advertising expenditures
D) The increase in iPhone sales in markets experiencing the increase in advertising expenditures