Evaluating brand preferences for thre different brands of imported Mexican beer, and the effect of print ads on these preferences, was the purpose of this copy testing research. Isolating variables that could possibly explain the effects on increased or decreased preferences was the goal. In the first stage of the research a Brand Index Score and an Ad Index score were determined for the 60 respondents who completed the online questionaire. Their responsed were downloaded and run through various calculations using statistical software. Statistical significance of the tests were set at 0.15. If these test prooved significant, it was determined that they could be projected onto the population.

Corona had the highest Brand Index Score indicating that it was the most preferred brand of imported Mexican beer. It was followed closely by Dos Equis then Negra Modelo.

There are several limitations on this study. Because this study was answered by family, friends and aquaintences, it was not totally random. It was also a reletively small sample with only 60 respondents.