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

Multiple Choice

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 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 Table 9-7, the parameter the company officials is interested in is

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