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oes Cable Video on Demand (VOD D4+) increase add effectiveness? A recent VOD study compared general...

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Statistics

oes Cable Video on Demand (VOD D4+) increase add effectiveness?A recent VOD study compared general TV and VOD D4+ audiences afterviewing a brand add. Data were collected on whether the viewerindicated that the add made them want to visit the brand website.The results were:

Made me want to visit the brand website

Made me want to visit the brand website

Viewing Audience

Yes

No

VOD D4+

149

108

General TV

36

168

  1. Set up the null and alternative hypothesis to try to determinewhether add impact is stronger following VOD D4+ viewing thanfollowing general TV viewing.
  2. Conduct the hypothesis test defined in (1), using the 0.05level of significance.
  3. Does the results of your test in (2) make it appropriate toclaim the ad impact is stronger following VOD D4+ than followinggeneral TV viewing?

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