This analysis utilizes copy testing techniques to measure the effectiveness of print advertising for three brands of tomato sauce, which measures the impact advertising has upon the preferences and perceptions of consumers.

The purpose of this analysis is to examine consumers' brand perceptions and how they are affected by print advertising for these three brands. Because tomato sauce is a low-involvement, low priced convenience good, it is particularly apt for this type of analysis. The analysis evaluates three comparable brands: Bertolli, Prego and Ragu.

For the purpose of this analysis, results were considered statistically significant if p ≤ 0.15, meaning that the same result would be expected in 85 out of 100 samples drawn from the same sample population.

Responses were collected online using the questionnaire in Appendix B. Family and friends were asked by e-mail to complete the survey. A total of 63 responses were collected in a database, then analyzed using SPSS. Mean values for each question can be found in Appendix A.

This report compiles the results of this analysis in the following sections: Executive summary, Introduction, Methodology, Analysis, Conclusions, Summary, Appendix A (mean values for all questions) and Appendix B (the original questionnaire).