This analysis uses copy testing techniques to test the effectiveness of print advertising for three brands of over-the-counter pain relief medication. Copy testing allows us to measure the impact advertising has upon the preferences and perceptions of consumers.
The intention of this analysis is to examine consumers' brand perceptions and how they are affected by print advertising for those brands. Because over-the-counter pain relief medication products are low-involvement and low-price consumer packaged goods, they are particularly apt for this type of analysis. The analysis evaluates three comparable brands: Advil, Bayer and Tylenol. For the purposes 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 population.
Responses were collected online using the questionnaire in Appendix B. Family and friends were asked by e-mail to complete the survey, then send the link to the survey to others. A total of 126 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.)
