12.6 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. Whether the viewer indicated that the ad made them want to visit the brand website was collected and organized in the following table.

MADE ME WANT TO VISIT THE BRAND WEBSITE VIEWING AUDIENCE Yes No General TV 35 166 VOD D4 • 147 103 Source: Data extracted from Understanding VOD Advertising Effectiveness, bit.ly/1JnmMup.

a. Set up the null and alternative hypotheses to try to determine whether there is a difference in ad impact between general TV viewing and VOD D4+ viewing.

b. Conduct the hypothesis test defined in (a), using the 0.05 level of significance.

c. Compare the results of

(a) and

(b) to those of Problem 10.30 (a)

and

(b) on page 365.