Summary

This study attempts to discover variables that might help explain different advertising effects and do a copy-testing of the ads of three brand vodka: Finlandia, Absolut and Grey Goose. There were sixty-one respondents completed an online questionnaire. The collected data were analyzed, using SPSS that included: paired sample t-test, between groups t-test, chi-squared significance test, frequency counting, simple correlation coefficient, multiple regression analysis, discriminant analysis, and factor analysis. The results from the sample were statistically examined to determine if the results can be projected to the entire population. Statistical significance throughout was set at p < .15, indicating that in 85 or more samples drawn from the same population as this sample, the expected values would be the same as those reported in this report.

Overall and in conclusion, Although Absolut had the highest brand preference mean, the largest number of the respondents reported the advertisement of Absolut was unfavorable. The important variables in discriminating between Up Movers and Down Movers are turned out to be brand attributes described as “A Good Brand”, “Expensive”, “Taste bad”, and “Making mixed drinks”. The following attributes can be considered important, indicating they best explain the variance in pre-post ad exposure change scores relative to the other brand attributes: “Absolut is a good brand of vodka” and “Absolut vodka is good for making mixed drinks requiring vodka."

Finlandia achieved the most unfavorable Brand Index Score in the sample means among three brands of vodka; however in terms of pre-post change score, Finlandia's up-movers were much more than those of Grey Goose and Absolut, indicating that the ad of Finlandia was better to appeal to the respondents than the ad of Grey Goose and Absolut. In the result of multiple regression analysis, it would be expected to find about the same result of the following attributes of “Finlandia is a brand I trust”, “Finlandia vodka tastes bad”, “Finlandia vodka is good for making mixed drinks requiring vodka”, and “I would feel good about drinking Finlandia vodka.” as we found in this sample. Those items are considered to be the most important variables in explaining the ad exposure change scores relative to other brand attributes except for the item which indicates “Finlandia is a brand I trust.”

Grey Goose had slightly higher brand index score than that of Finlandia, but the number of up-movers who reported that after the pre-post test was similar to the number of down movers, whereas Finlandia achieved the largest number of up-movers and Absolut had the worst number of down-movers.

This study indicates that there is little or no relationship between how respondents rated the brand attributes and how they responded to the brand advertising.

Limitations of this study lies on the relatively small sample size. A convenience sample was used instead of a preferred random sample and a control group was not available due to constraints of both time and resources. Also, randomization was not used in this questionnaire to correct or lessen order biases, indicating three vodka ads were not randomly presented each time ads were displayed or responses taken through repeat measures of a randomized order.