ADV 380J - Bottled Water Survey

INTRODUCTION
This study used copy testing to understand the effectiveness of print advertisements for three brands of bottled water. Copy testing is a way to gauge the effect an advertisement has on consumer perceptions/attitudes. The three brands used in this study were Evian, Fiji, and Aquafina. All three share similar price points and compete for market share. Consumer attitudes towards the brands were measured both pre and post ad exposure. Statistical significance was set at p < .15 in order to determine if in 85 or more samples drawn from the same population as this sample, the expected values would be the same as founded in this sample. The survey itself (Appendix B) was taken online after friends, family and colleagues were sent a hyperlink via email. The 73 results were downloaded to a database and then analyzed using the statistical software SPSS. Average values for all of the measured variables are added to the survey in Appendix A. This report compiles the results from this study and includes the following: Executive Summary, Introduction, Terminology, Statistical Analysis, Methodology, Conclusions, Summary, and two Appendices (survey with mean values for each answer and the survey as viewed by respondents).

INTRODUCTION

This study used copy testing to understand the effectiveness of print advertisements for three brands of bottled water. Copy testing is a way to gauge the effect an advertisement has on consumer perceptions/attitudes.

The three brands used in this study were Evian, Fiji, and Aquafina. All three share similar price points and compete for market share. Consumer attitudes towards the brands were measured both pre and post ad exposure. Statistical significance was set at p < .15 in order to determine if in 85 or more samples drawn from the same population as this sample, the expected values would be the same as founded in this sample.

The survey itself (Appendix B) was taken online after friends, family and colleagues were sent a hyperlink via email. The 73 results were downloaded to a database and then analyzed using the statistical software SPSS. Average values for all of the measured variables are added to the survey in Appendix A.

This report compiles the results from this study and includes the following: Executive Summary, Introduction, Terminology, Statistical Analysis, Methodology, Conclusions, Summary, and two Appendices (survey with mean values for each answer and the survey as viewed by respondents).