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

question 57

Short Answer

TABLE 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 was 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 (i.e. if there is evidence that the population proportion of "like the ads a lot" for the company's ads is less than 0.22) at a 0.01 level of significance.
-Referring to Table 9-7, state the null hypothesis for this study.

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Definitions:

Black South Africans

Individuals of African descent residing in South Africa, commonly referring to the indigenous population of the country.

Culturally Universal

Traits or concepts that are found and recognized in all human cultures, implying a commonality in human experience or biology.

Cultural Syndrome

describes shared attitudes, beliefs, categorizations, and norms that characterize an ethnic, racial, or cultural group, and influence members' behavior and perceptions.

Subordinated

Made lower in rank or position or considered of less importance or value than something else.