Introduction

This study used copy-testing to understand the effectiveness of print advertisements for three brands of flavored vodka. Copy-testing gauges the effect an ad has on consumer attitudes/perceptions. The three brands of vodka used in this study were Absolut, Grey Goose, and Stoli. All three brands compete for market share and are sold in the same stores for relatively the same price. Consumer attitudes towards the brands were measured pre- and post-ad exposure. All statistical analyses used p < .15 as significant, meaning that if significant, in 85 or more samples out of every 100 drawn from the same population as this sample, it would be expected that the results would be the same.

The survey (Appendix B) was taken online after friends, family, and co-workers received a hyperlink through email. They were then encouraged to forward the link on to their family, friends, and co-workers. The results from the 61 completed surveys were downloaded to a database and analyzed using the statistical software program SPSS.

This final report is the compilation of the results and includes the following: Executive Summary, Introduction, Analysis, Methodology, Conclusions, Summary, and two Appendices (survey with mean values for each answer and the survey as viewed by respondents.)