1. The POPAI Consumer Buying Habits Study also revealed that the highest average brand lift index from signage (rather than displays) in mass merchandise stores was dishwashing soaps, with an index of 21.65. Provide an exact interpretation of this index value. 2. The discussion of the S. B. Thomas’ English muffin study pointed out that in stores using motion displays, sales increased by more than 100 percent. By comparison, sales of Eveready batteries, when promoted with motion displays, increased anywhere from 3.7 percent to 15.7 percent, depending on the type of store in which the display was placed. Provide an explanation that accounts for the tremendous disparity in sales impact of motion displays for English muffins compared with batteries. 3. Why were motion and static displays considerably more effective at increasing Olympia beer sales in liquor stores than in supermarkets?