Introduction
This analysis uses copy testing techniques to test the effectiveness of print advertising for three brands of body lotion. Copy testing allows us to measure the effectiveness of advertising by measuring the impact advertising has on a person’s perceptions and preferences.
The purpose of this analysis is to examine the effect of magazine advertisements on consumer’s brand preferences. Body lotion is a low-involvement and low-price consumer good and was therefore ideal for the purpose of this study. This analysis evaluated 3 comparable brands; Vaseline, Aveeno, and Olay. In this study, results were considered statistically significant if P<= 0.15 which indicated that a similar result would be expected in 85 out of 100 samples drawn from the same population as was selected for the sample.
An online questionnaire was distributed through email to friends and family. Upon completion of the online survey friends and family were asked to forward the survey to other people. A total of 80 respondents were collected in a database and analyzed using the SPSS program. Mean values for each question can be found in Appendix A.
This report compiles the results of the analysis in the following sections: Executive Summary, Introduction, Methodology, Analysis, Conclusions, Summary, Appendix A (a copy of the questionnaire including mean values for all questions) and Appendix B (the original survey).