introduction

In order to test and study the effectiveness of three chosen ads, this study was conducted and analyzed. The three brands were three singers who have come out with their own perfume fragrance: Shania [Twain] by Stetson, Belong by Celine Dion, and In Control by Britney Spears. Copytesting methods were conducted and allowed the brand preferences from the sample show through. Respondents were shown one print example of the brand in question and asked to base their views and opinions off said ad. The data was then analyzed using SPSS software in five analysis: Basic, Multiple Regression, Discriminant, ANOVA/MANOVA(analysis of variance) and Factor Analysis. These results can be found under the analysis portion of the report. Each of the analysis shows insight on the respondents brand preference. Some of the results from this sample were found to be statistically significant based on p< .15 and were subsequently a base to project the data onto the population. By doing this study the results show the most favorable of the three brands.

Methodology goes on to explain in detail the design and structure of the questionnaire and data collecting process. The conclusions are found with the analysis. The data results are limited since only some of the brands were tested under certain analysis. The Appendices are examples of the questionnaire; one with frequencies of the sample and the other a blank version.