Executive Summary
The tool of copy testing isused to determine advertising's effectiveness. This study was conducted in order to discern the brand preferences of peopole over the age of 18 of three skin moisturizer brands: Lubriderm, Oil of Olay and Vaseline. A questionnaire was distributed in which initial brand preferences were collected, followed by exposure to an ad for each of the brands. Finally, a series of brand preference questions followed the exposure. Statistical tests were executed when the data was collected to find which of the three brands people liked before and after the ad exposure. A total of sixty participants completed the survey. All data analysis was conducted using SPSS. For each of the three brands, all participants changed their preferences after viewing the three ads. The majority of the participants increased their opinion of Oil of Olay after viewing the ads. The data from this study project a ranking of the three brands: 1. Oil of Olay; 2. Lubriderm; 3. Vaseline. Overall, the sample population started out with the same opinion of Lubriderm, Oil of Olay, and Lubriderm. After exposure to the three print ads, Oil of Olay became the highest rating brand, followed by Lubriderm and then Vaseline. To learn more about the results of this study and how the study was conducted, follow the links to the left. |