TABLE 12-2
Many Companies Use Well-Known Celebrities as Spokespersons in Their

question 54

Multiple Choice

TABLE 12-2
Many companies use well-known celebrities as spokespersons in their TV advertisements. A study was conducted to determine whether brand awareness of female TV viewers and the gender of the spokesperson are independent. Each in a sample of 300 female TV viewers was asked to identify a product advertised by a celebrity spokesperson. The gender of the spokesperson and whether or not the viewer could identify the product was recorded. The numbers in each category are given below.
$$\begin{array} { l| c c } & \text { Male Celebrity } & \text { Female Celebrity } \\\hline\text { Identified product } & 41 & 61 \\\text { Could notidentify } & 109 & 89\end{array}$$
-Referring to Table 12-2, at 5% level of significance, the conclusion is that

• A) brand awareness of female TV viewers and the gender of the spokesperson are independent.
• B) brand awareness of female TV viewers and the gender of the spokesperson are not independent.
• C) brand awareness of female TV viewers and the gender of the spokesperson are related.
• D) both B and C

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Definitions:

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Relaxation Training

A treatment procedure that teaches clients to relax at will so they can calm themselves in stressful situations.

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A list of objects or situations that frighten a person, starting with those that are slightly feared and ending with those that are feared greatly; used in systematic desensitization.

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