Introduction

One form of advertising research is 'copy testing.' This research and its results are important in the analysis and evaluation of the advertising message - both print and broadcast - and includes examination of consumer opinion pre- and post ad exposure. This report contains copy testing research for three brands of vodka. For the purposes of this study, three comparable brands of a certain product category in convenience goods were selected because they are relatively low cost, and thus purchased with low consumer involvement.

The three brands of vodka that were used in this study are Finlandia, Ketel One, and Stolichnaya. Three print ads were taken used in the survey, from entertainment and technology magazines with mainly male demographics. This final report has descriptions of the methodology used (structure of the questionnaire, the design, the sample, and the data collection), analysis of all statistical tests done, conclusions that can be drawn from the statistical tests, and a summary of the findings. This report also includes the actual questionnaire used as well as a questionnaire which contains the frequency data (how respondents answered the questions).

76 respondents were used in this study. Their responses were obtained using an online questionnaire, which was distributed via e-mail and posted to a user group inviting participation. The responses were then imported into the SPSS for various statistical analyses. The purpose of this research was to examine brand preferences among three brands of vodka and the effect of the brands' print ads. The results from the questionnaire will determine initial preferences for the three brands, common attributes associated with those brands, the effect of print ads upon brand preference, and which brand has the highest preference. The results were examined for statistical significance in order to determine if projection can be made in 85 or more samples out of 100 samples taken from the same population as these 76 respondents.