EXECUTIVE SUMMARY
The purpose of this research is to use copy testing as a means to examine brand preferences among three popular brands of whiskey: Knob Creek, Maker's Mark and Jack Daniel's. This study will determine the initial preferences for the three brands, the analysis of common attributes associated with each brand, the effect the print advertising on brand preference, and a comparison of which brand had the highest preference overall.
Data were collected via an online questionnaire completed by 76 respondents and imported into SPSS for a variety of statistical analyses. The research design used a pre/post methodology instead than a control group.
Jack Daniel's gained the most from the effects of the advertising as indicated by the pre-post ad exposure change scoreand had the highest brand equity overall. Knob Creek actually suffered as a result of its advertising, and its brand perception was not high at all. Maker's Mark's advertising was effective in the sense that people noticed it and remembered it, but it did little to change brand perception. In general, it can be projected that there is a higher opinion of Jack Daniel's than Maker's Mark and Knob Creek, however the difference between Jack Daniel's and Maker's Mark is slight. The mean differences were not very large but they can be projected to the target audience. Even though this study did not indicate large differences between each brand of whiskey, it does provide interesting information, such as the weaker advertising for Knob Creek and the strong brand image of both Maker's Mark and Jack Daniel's, and this information can be used as a basis for future analysis and discussion. For more in depth analysis and further discussion, please continue through this report.