Executive Summary

 

The purpose of this research is to conduct copy testing as a means to test advertising effectiveness for three brands of mascara: Max Factor, Revlon and Neutrogena. A survey containing advertisements for each brand contained several different kind of questions to determine the effect the advertisements had on brand preference. Sixty participants completed this survey which was distributed via email.

After the data was imported into SPSS for analysis, the following was revealed: 1) Max Factor showed the greatest decrease in post-advertisement exposure scoring; 2) Max Factor and Revlon held similar scores overall; 3) Neutrogena showed the greatest increase in scoring after exposure to the brand. In this sample, Neutrogena holds the greatest brand preference after advertisement exposure.