SCENARIO 9-7 A Major Home Improvement Store Conducted Its Biggest Brand Recognition

question 85

Multiple Choice

SCENARIO 9-7
A major home improvement store conducted its biggest brand recognition campaign in the company's history.A series of new television advertisements featuring well-known entertainers and sports figures were launched.A key metric for the success of television advertisements is the proportion of viewers who "like the ads a lot".A study of 1,189 adults who viewed the ads reported that 230 indicated that they "like the ads a lot." The percentage of a typical television advertisement receiving the "like the ads a lot" score is believed to be 22%.Company officials wanted to know if there is evidence that the series of television advertisements are less successful than the typical ad at a 0.01 level of significance.
-Referring to Scenario 9-7,the parameter the company officials is interested in is:

• A)the mean number of viewers who "like the ads a lot".
• B)the total number of viewers who "like the ads a lot".
• C)the mean number of company officials who "like the ads a lot".
• D)the proportion of viewers who "like the ads a lot".

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Definitions:

Interference Theory

The view that we may forget stored material because other learning interferes with it.

Serial-position Effect

A cognitive phenomenon where people tend to remember the first and last items in a series best, and the middle items worst.

Retrospective Memory

Memory for past events, activities, and learning experiences, as shown by explicit (episodic and semantic) and implicit memories.

Repetition

The act of doing or saying something over and over again to retain or improve the skill or memory.