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Introduction
This report highlights the findings of copy testing research that was conducted for three brands of skin moisturizers. Three well known, comparable brands were chosen based on similar product features and print advertising quality. The category of skin moisturizers was selected because the category is considered a low-involvement category. The three brands used in this report were Lubriderm, Oil of Olay, and Vaseline. The purpose of this study was to determine people's brand preference. Additionally, the study was also designed to determine the effects of advertising exposure on those preferences. The study was conducted using an online questionnaire which included pre-exposure brand preference questions, exposure to print ads for the three brands, and a series of post-exposure brand preference questions. A print ad for each of the skin moisturizers brands were pulled from popular women's magazines: Self and Cosmopolitan. The distribution of the survey was managed by sending group emails to family and friends of the researcher, and were then passed through each social network until a desired total of respondents was obtained. A total of sixty respondents participated in the study. Once the data was collected, it was imported into SPSS and sstatistical analyses were conducted on the data. Analysies examined the statistical significance of its results in order to determine if the data was able to be projected to the entire population over age of 18. This statistical significance allows the data to be projected to 85 out of 100 samples taken from the same population as this sample of 60. The analyses show initial brand preferences, common attributes associated with the brands, the effect of exposure on brand preferences, and the ranking order of brand preferences among the population. This final report includes a methodology section which outlines the structure of the questionnaire, the design, the sample, and the data collection methods; an analysis section which contains all of the statistical tests conducted, the results of those tests; a conclusions section with outlines the data that can be projected to the entire population and the implications of the projections; and finally a summary section which sums up the findings from this study. The actual questionnaire that participants took can be found in Appendix A, and a modified version of the questionnaire featuring the frequencies for each question can be found in Appendix B. |