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Many companies use well-known celebrities as spokespeople in their TV advertisements. A study was conducted to determine whether brand awareness of female TV viewers and
Many companies use well-known celebrities as spokespeople in their TV advertisements. A study was conducted to determine whether brand awareness of female TV viewers and the gender of the spokesperson are independent. Each in a sample of 300 female TV viewers was asked to identify a product advertised by a celebrity spokesperson. The gender of the spokesperson and whether or not the viewer could identify the product was recorded. The numbers in each category are given below.