Does Cable Video on Demand (VOD D4 +) increase ad effectiveness? A recent VOD study compared general TV and VOD D4 + audiences after viewing a brand ad. Data were collected on whether the viewer indicated that the ad made them want to visit the brand website, with the accompanying results. Complete parts (a) through (c) below. E Click the icon to view the data on ad effectiveness. a. Set up the null and alternative hypotheses to try to determine whether ad impact stronger following VOD D4 + viewing than following general TV viewing. Let population 1 correspond to VOD D4 + viewers and population 2 correspond general TV viewers. What are the null and alternative hypotheses? OA. Ho: Sz2 OB. Ho: , 22 H: , >2 H: <2 OC. Ho: 2 OD. Ho: =32 H: =2 Ad effectiveness Made Me Want To Visit The Brand Website Viewing Audience VOD D4 + General TV Yes No 404 153 193 91 Print Done

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