Introduction

This report contains the results of copy testing research for three brands of flavored water: Dasani, Tropicana, and Kellogg's. Copy testing research is used to measure the effectiveness of advertising, in this case of print advertisements of the three above mentioned brands. Copy testing allows to measure the impact advertising has upon the preferences and perceptions of consumers.

This study examines consumers' brand perceptions of three brands of flavored water (Dasani, Tropicana, and Kellogg's) and how they are affected by the print advertisement for these brands. An online questionnaire was prepared and distributed via email. Flavored water brand preference was measured (using a 10-point constant sum scale) before and after survey participants reviewed the magazine advertisements for each brand. Eighty-two individuals participated in the study and completed the questionnaire. Data was collected in MS Access and then imported into SPSS for various statistical analyses. For the purposes of this analysis, results were considered statistically significant if p ≤ 0.15, meaning the results can be projected to a larger population; the same results would be expected in 85 out of 100 samples drawn from the same population.

The following sections of this report provide a comprehensive description of the methodologies used (structure of the questionnaire, design, sample, and data collection), analyses of the results of all statistical tests conducted, conclusions drawn from the results, and a summary of the major findings. The appendices include the original questionnaire (Appendix A), and a copy of the same questionnaire with frequency summaries for each question (Appendix B).