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

question 85

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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:

Definitions:

Crisis

A time of intense difficulty, trouble, or danger, requiring a decision that can result in significant change.

Identity

The characteristics, values, and beliefs that define an individual or group and distinguish them from others.

Internalization

The process by which individuals absorb and integrate the values, norms, and regulations of society or a group into their own behavior and understanding.

Identification

The process of associating oneself closely with other individuals and their characteristics or adopting aspects of their identity into one’s own personality.