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Branding

Subject: Project - Branding

The purpose of the memo is to determine if the nature of the content of TV shows affect the ability of viewers to memorize products’ brand names in the TV shows. The programs include contents that are violent, sexual, and neutral contents.

Conditions and Assumptions

First, our samples meet the randomization condition because all of the samples were randomly selected. Second, our samples meet the 10% condition because the number of people in the samples was less than 10% of the total population who watched the TV shows. Third, all the samples are approximately normal. When running the distribution of three kinds of contents individually, we can conclude that all of them are approximately normal, according to figure 1, 2, and 3. Fourth, the samples meet the independence assumption because the three TV show contents do not influence one another.

Hypothesis Test

We did a hypothesis test on sexual content and violent content. We did the null hypothesis as H0: μ(sexual) - μ(violent) = 0. This hypothesis means that there is no difference in ad memory between programs with sexual content and those with violent content. We set the alternative hypothesis as Ha: μ(sexual) - μ(violent) ≠ 0, which means there is a difference in ad memory between programs with sexual content and those with violent content. Based on figure 4, we got a p-value of 0.8695, and it is greater than the significance level of 0.05. As a result, we fail to reject the null hypothesis and there is not sufficient evidence to conclude that there is no difference in ad memory between programs with sexual content and those with violent content. We utilized the same procedures on JMP with the other two groups: sexual & natural contents, violent & neutral contents. According to figure 5 and figure 6, we found that the p-values of those groups are extremely small, which are less than 0.0001. Because 0,0001 is less than 0,05, we can reject the null hypothesis. Therefore, we can conclude that there is a difference in ad memory between programs with sexual content and those with neutral content. There is a difference in ad memory between programs with violent content and those with neutral content.

Confidence Interval

We built a 95% confidence interval for the difference in the mean number of viewers recall brand name between the groups watching shows with sexual content and those watching shows with neutral content. Based on figure 5, we are 95% confident that the difference in the mean number of viewers recall brand name between the groups watching shows with sexual content and those watching shows with neutral content is between the interval (1.1377, 1.9920).

Conclusion

According to figure 1, 2, and 3, we can see that the mean of Violent content is 4.98, the mean of Sexual content is 4.94, the mean of Neutral content is 6.50. Therefore, because the means of the viewers of the three contents are different, initial distribution results indicate that the viewer memory for ads may differ depending on program content. After using JMP to answer the questions 1-6, we can conclude that there is no difference in ad memory between programs with sexual content and those with violent content, there is a difference in ad memory between programs with sexual content and those with neutral content, and there is a difference in ad memory between programs with violent content and those with neutral content. We can see that viewers can recall more ad brand names with TV shows with neutral content than those with sexual content. Therefore, we recommend advertisers to put more ads with neutral content.

Appendix

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Figure 1: Violent Normal distribution

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Figure 2: Sexual Normal distribution

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Figure 3: Neutral Normal distribution

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Figure 4: Two-sample T-test  (Sexual and Violent)

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Figure 5: Two-sample T-test (Sexual and Neutral)

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Figure 6: Two-sample T-test (Violent and Neutral)

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