This study used copy testing to analyze the effectiveness of magazine advertisements for three brands of imported Mexican beer: Corona, Dos Equis and Negra Modelo. By performing copy testing we can measure the effect an advertisement has on a consumer's perceptions and attitudes towards the brands represented. Examining the brand preferences among the three brands of beer along with the effect of the brands' ad was the purpose of this research. Corona, Dos Equis and Negra Modelo fall into the catagory "Convenience Good." A convenience good was consciously selected for this study because consumers purchase these items with low involvement and usually have a low cost per unit.

A survey was administered via hyperlink through various forms of electronic communication. This survey rated the respondents brand attitudes before and after exposure to one ad of each brand of imported Mexican beer. Various analysis were run to see if there was statistical significance in the differences of opinion for all respondents towards each brand. Statistical significance was set at p ≤ .15. If the results were significant, it meant that in 85 samples out of 100 samples taken from the same population as this sample, one would expect to find the same values as the results of the analysis.

Responses were collected from friends, relatives, and aquatences online using the survey found in Appendix A. The answers were deposited into a database then run through various analysis using SPSS, a software that calculates various statistical processes. Sixty respondents' answers were able to be used. Appendix B provides the survey and the mean values for each question.

This report compiles the processes performed and the results of this study in the following pages: Methodology, Analysis, Conclusions, Summary, Appendix A (the original survey) and Appendix B (the survey with mean values).