A product's incrementality is primarily a function of the advertising support it receives. Is this statement true or false?

The statement is false because incrementality in a product context refers to the measurable contribution of a specific marketing action—like advertising—to sales or a specific goal beyond what would have happened without that action. While advertising support is an important factor influencing a product's performance, it is not solely responsible for incrementality. Incrementality can also depend on several other factors, such as the product's inherent value, consumer preferences, competitive landscape, market conditions, distribution channels, consumer awareness, and brand reputation. Therefore, although advertising support plays a significant role, it is not the only determinant of a product’s incrementality—it is a multifaceted concept that includes various elements of the marketing mix and market environment.