Question 4d: To achieve their study objective authors mention that they used “wo estimands — the treatment policy estimand (… with effects assessed regardless of treatment discontinuation or rescue intervention) and the trial product estimand (effects assessed if the drug or placebo was taken as intended) — … to assess treatment efficacy from different perspectives and accounted for intercurrent events and missing data differently.” What are the two types of analyses they conducted? Briefly (1-2 sentences) describe how these different analytic approaches impact bias and validity of the results. 

Question 2b: Describe one general strength and one general limitation of this study design. 

A startup coffee brand defines its target as: “For driven urban professionals who pride themselves on discipline, ambition, and personal growth.” Is this a strong core user description? 

Question 3c: What is the unit of analysis? 

The retailer REI runs the following ad on its Instragram page: Assume that this ad represents an effective communication of the REI brand pyramid. Using the brand pyramid model articulated in Romancing the Brand, articulate the REI brand pyramid. Please write you answer in a table in the order of the pyramid as we discussed in class (shown below). You will need to define each piece of the pyramid and how it is communicated. Top of Pyramid Level below top 2nd level below top Etc Etc Bottom of pyramid  

A cybersecurity firm licenses a globally famous pop song for its advertising campaign. The song is catchy, highly recognizable, and drives strong recall — but consumers remember the song and struggle to recall the brand.

In the bottled water category, multiple brands source and purify water using nearly identical processes. However, consumers are willing to pay significantly more for Fiji or Smartwater than for a private-label grocery store brand, even though the functional product differences are minimal.  

A snack brand’s mascot is deeply tied to American football culture and heavily incorporates U.S.-specific slang. When the company expands into Southeast Asia, the character struggles to resonate and feels culturally irrelevant.

A craft beer brand analyzes thousands of Instagram posts and online reviews. They examine which brands are frequently mentioned together and which descriptive words (e.g., “hoppy,” “smooth,” “bold,” “light”) co-occur with each brand. They then generate a perceptual map based on these co-mentions rather than survey responses. Which mapping approach does this most closely resemble?

A plant-based protein brand partners decides they want to communicate “discipline, endurance, and credibility in performance nutrition” and decides to use that lens in determining their celebrity strategy. This reflects which step in celebrity selection?