introduction

The three brands of vodka selected for this study were Belvedere, Ketel One and Stolichnaya. These particular brands were selected on the basis of similarity in market positioning and comparable price points.

Once the brands were established, copy testing was used to gauge the effectiveness that each of the brand's print advertisements had on consumers' perceptions of, and attitude toward, the brand itself. In order to gauge the difference correctly the consumers' brand attitudes and perceptions were measured before, and then after being exposed to the ad. Participants were also asked questions regarding the ad itself. After this the results were analyzed and tests determined if the results could be projected to the larger population, meaning that out of every 85 out of 100 people, who are drawn from the same population, similar results could be projected.

The online survey was e-mailed to family and friends, over the age of twenty-one, and was also posted on the social networking Web Site, Facebook. Recipients who elected to respond followed a link in the email to an online questionnaire (appendix b).

Seventy two responses were received, of which sixty eight were complete survey and were then used to conduct the tests detailed in the analysis page through the statistical software SPSS.

All results and conclusions, including the executive summary, introduction, statistical analysis, methodology, conclusions, and two appendices, were then compiled into this online site.