Executive Summary An online survey was carried out to examine consumer preferences for three brands of chips (Wheat Thins, Flat Earth, and Sun Chips) and their three ads. A total of 68 respondents participated in the survey that included a variety of different question types. The survey analyzed brand preferences prior to and post ad exposure, and relationships between the brands and ten brand attributes. There was no control group but instead, a pre-post method was carried out. Data was collected online and analyzed using the statistics software SPSS. Six different analyses were conducted including: basic statistics, regression analysis, discriminant analysis, ANOVA/MANOVA analyses, factor analysis, and cluster analysis. Statistical significance throughout the analyses was set at p ≤ 0.15 and meant that the noted data could be projected to the larger population. Advertisement exposure had different effects on each of the brands. The respondents’ brand attribute Likert scores had little impact on their favorability toward the advertisements in the survey. For a more detailed explanation of the results, please refer to the Analysis section.
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