Use This Information for Questions That Refer to the Super

question 262

Multiple Choice

Use this information for questions that refer to the Super Gaming Company and Accessories (SGCA) case. Kayla Jurgenson,marketing manager for Super Gaming Computers and Accessories (SGCA) ,is reviewing her company's plans for the coming year.
SGCA sells its products through retail computer dealers and some specialty gaming stores.Currently,SGCA is carried in 25 percent of all retail computer stores nationwide,but in California it is carried in only 10 percent of stores.Kayla has set an objective of being in 25 percent of all retail computer stores in California within one year.
SGCA plans to introduce a new SuperDuperGamer model with special features that fits its target market of teen and young adult gamers.The SuperDuperGamer uses a new technology and is expected to be a breakthrough product,but it will be important to build awareness for it to succeed.The advertising objective is for 40 percent of SGCA's target market to be aware of the new SuperDuperGamer model within 3 months.SGCA also wants to help its retailers reduce their current stock of SuperGamer computers before the new model comes out in a month.The SuperGamer has been on the market for two years and has been a top seller in the category.SGCA's advertising objective for the SuperGamer computer is to reduce current dealer stock by 80 percent within the next month.
SGCA is also introducing a SuperEnhancer sound card,which is designed to significantly enhance the game-playing experience with older computers.Research with gamers show that it is very well received,so the advertising objective for the SuperEnhancer sound card is to gain 40 percent market share among all gaming-specific sound cards in the next year.To help achieve that objective,Jurgenson is planning to use an ad that shows the sound card and a player being knocked off his chair by the sound.The headline on the ad reads,"9 Out of 10 Gamers Say that the SuperEnhancer Sound Beats All Others!"
The copy thrust of the ad for the SuperEnhancer sound card is an example of what kind of advertising?

• A)pioneering advertising
• B)indirect competitive advertising
• C)direct competitive advertising
• D)reminder advertising
• E)institutional advertising

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Definitions:

Sign Test

An approach that doesn't rely on parameter assumptions to check for differences in the median of paired samples.

Nonzero Differences

Nonzero differences refer to outcomes or results in an analysis that indicate a variation or change from a reference point that is not equal to zero.

Nonparametric Method

Statistical methods that do not rely on data belonging to any particular distribution, often used when data doesn't meet the assumptions of parametric tests.

Matched Pairs

A study design in which participants are paired based on specific characteristics, ensuring that each pair is as similar as possible except for the variable being tested.