INTRODUCTION

This study tested the effectiveness of different print advertisements for three brands of vodka. Copy-testing was used to test the effect ads had on the consumer's attitudes and preferences towards the brands pre and post ad exposure. The three vodka brands used in this study were Finlandia, Absolut, and Grey Goose. All the advertisements were equal in size, and each brand are competitive brands in the similar market share. Tests were conducted using descriptive and inferential statistics. All inferential statistics were calculated at a p < 0.15 level of significance. All samples that were found to be significant found that 85 of more samples drawn from the same population as this sample would be what they are for this sample.

The respondents were first asked their attitude towards the three brands of water and then exposed to the ads. After viewing the ads, the respondents were again asked their attitudes and preferences towards the brands. Using a statistical computer software program, SPSS, the data was analyzed using four different statistical methodologies. The analyses included Basic Statistics, Multiple Regression Analysis, Discriminant Analysis and Factor Analysis. The results of those analyses are in the analysis section of this website. Appendix A has the frequencies, means and sample size for each question. The actual survey questionnaire is included in Appendix B.