methodology

Questionnaire: The questionnaire was compiled of radio buttons, Likert scales, check boxes and fill boxes. In first section respondents were asked to name lipstick, hairspray and perfume recently purchased. The final section featured demographic questions and the sections in the middle asked questions concerning the three brands and the advertisements chosen. Respondents found in section two a way to sum up their views on Shania, Belong and In Control by dividing 10 points among the perfumes. Then they saw each ad individually and in the next section asked to divide 10 points again based on what they saw in the ads. The 10 Likert items for each brand showed the impressions the respondents gave based on “Strongly Agree, Agree, Neither Agree nor Disagree, Disagree or Strongly Disagree.” The respondents attitude towards the brands were revealed in a series of check boxes and then of the print ads seen as it related to the brand through yes/no radio buttons. The last section comprised of regional geographic questions, lifestyle demographic question and a question whether or not the singer in the ad was like by the respondent.

Design: There was no control group used for this study because of limited time. The main focus consisted of measuring pre/post ad exposure. Each ad was from a magazine in full color with same size and quality. The copy was clearly retyped underneath the ad so there was no confusion.

Sampling: An email was circulated among family and friends explaining the assignment and asking them to forward it on. The primary target was women for this survey. Most of the questions were geared towards women since it was a female perfume in question and the other brand questions were products consumed by females. Out of 64 respondents, 60 completed the questionnaire in an adequate manner and allowed for all the testing subsequently performed in SPSS. Respondents were assured of the educational nature of the survey and asked to agree to the submitting process.

Data: A survey was created in Dreamweaver and then turned into a ColdFusion File in order to spread it on the internet. The email circulated contained a hyperlink allowing the recipient to access the questionnaire. Once submitted, the answers were linked into a Microsoft Access database file. Through SPSS the database file was open and saved after 60 respondents successfully completed the survey. All analyses were based in SPSS. One recipient was not able to access the link because their browser denied access but the problem was never resolved. Some respondents commented on the design of the ads, finding the black and white contrast appealing in a busy magazine. Others made note of the singers' reputations having affect over their opinions of the perfume. "Britney is a little too young and crazy for my tastes," said one such respondent. Another pointed out, " Shania's ad would leave me to believe that it would have an earthier/woodsy fragrance. Not the kind of fragrance that would appeal to me." A few noted on the bottle designs being of interest and the In Control was a limited edition and "worth buying." Two respondents noted: "I don't really care for these celebrities but I dislike Britney and what she stands for so I wouldn't support any of her business endeavors." and " Didn't like Celine's ad but I like her music." appealing to the celebrities more than the ad or perfume. One respondent claimed they would try the brands soon becuase of this survey striking their interest.