INTRODUCTION

A copy-test was carried out in order to understand the effectiveness of print advertisements for three brands of shampoo. Copy testing is a way to gauge the effect an ad has on consumer perceptions and attitudes. The three brands used in this study were Olay, Softsoap, and Dove. All three share similar price points and compete for market share at a common point of purchase. Consumer attitudes towards each brand were measured before and after ad exposure. All statistical analyses used p < 0.15 as significant.  If significance is noted, this means that in 85 or more samples drawn from the same population as this sample, the expected scores would be the same as found in this sample.

A link to the survey itself (Appendix B) was sent via e-mail to family and friends . The 79 responses were downloaded to an Access database and then analyzed using a statistical software package called SPSS. Average values for all of the measured variables are included in a version of the survey found in Appendix A. This report is the final compilation of all the results and includes the following: An executive summary, introduction, methodology, statistical analysis, conclusions, summary, and two appendices.