In this analysis, copy testing techniques are used to test the effectiveness of print advertisements for three brands of shampoos. Based on the survey responses, it is possible to determine how an advertisement effected the preference and perception of the shampoo brand.

Copytesting was chosen for this study because shampoo products are considered low-involvement and low-price consumer packaged goods, making the ability to change a persons perception higher. Results were considered statistically significant at p ≤ 0.15, this meaning the same result would be expected in 85 out of 100 samples drawn from the same population.

The analysis evaluates three brands: Sunsilk, Dove, and Suave. Responses were collected online using the questionnaire found in Appendix B. An email was sent to family and friends asking them to participate in the survey, and upon completion to forward the email along to their friends and colleagues. A total of 70 responses were first collected in a database, then analyzed using SPSS. Mean values, standard deviations, and percentages of total respondents for each question can be found in Appendix A.

This report includes an analysis in the following sections: Executive summary, Introduction, Methodology, Analysis, Conclusions, Summary, Appendix A (basic statistics included) and Appendix B (the original questionnaire).