Exhibit 15-1

question 21

Multiple Choice

Exhibit 15-1.An marketing analyst wants to examine the relationship between sales (in $1,000s) and advertising (in $100s) for firms in the food and beverage industry and so collects monthly data for 25 firms.He estimates the model .The following table shows a portion of the regression results. Refer to Exhibit 15-1.Specify the competing hypotheses in order to test whether Advertising is significant in predicting Sales.

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Definitions:

Shooting Commercials

The process of producing TV or digital video advertisements to promote products or services.

Quality Artwork

High-level, professionally produced visual content that meets certain standards of excellence and creativity.

Humorous Appeals

Marketing strategies that utilize humor to capture the audience's attention and enhance brand recall.

Global Campaign

A promotional strategy implemented across multiple countries to achieve brand awareness, engagement, and sales on a worldwide scale.