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Table of Contents

Executive Summary

Introduction

Methodology

Analysis

Conclusions

Summary

Appendix A

Appendix B

EXECUTIVE SUMMARY

This research has yielded the following results about three brands of men's deodorant — Adidas, Gillette, and Sure:

Respondents have the highest overall positive feelings about the Gillette brand name compared with the other two. However, the Gillette advertisement had the least effect on viewers. Those in the sample who are not loyal to a specific brand of deodorant showed very favorable responses to Gillette in this survey.

The Adidas brand was the most effective in improving attitudes and perceptions. Its advertising exposure also had the most positive effect on viewers. Respondents felt Adidas possessed the most "good" qualities based on the survey statements they answered.

The Sure brand generated the least favorable results from the sample. Its brand perception received the lowest score. The Sure advertisement also negatively affected the most number of respondents (caused their attitude toward the brand to go down after viewing the ad).

This was a brief outline highlighting the overall findings. For a full discussion of the results, see the Summary.

For more detailed information about how these results were gathered and analyzed, please see the Methodology, Analysis, and Conclusions sections.

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