SCENARIO 12-9 Many Companies Use Well-Known Celebrities as Spokespersons in Their TV

question 30

Multiple Choice

SCENARIO 12-9
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.

-Referring to Scenario 12-9,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:

Overestimate

To assess something as greater or more significant than it actually is.

Hidden Curriculum

The unofficial and unintended lessons, values, and perspectives that students learn in school beyond the formal curriculum.

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Synthetic materials made from a wide range of organic polymers that can be molded into shape while soft and then set into a rigid or slightly elastic form.

Globalization

The process by which businesses or other organizations develop international influence or start operating on an international scale, leading to increased interconnectedness and interdependence among countries.