Advertising effectiveness is an important way to measure brand awareness and favorablility. Copy testing is considered the most effective way to evaluate consumer brand preferences. This report contains copy testing for three brands of soap. The brands used were selected because they can all be considered equal in terms of price, use and availability.
Consumer attitudes towards each brand were measured before and after ad exposure. Every analysis was run at a 0.15 significance level. If significance is noted, this means that in 85 or more samples drawn from the same population as this sample, the expected scores would be the same as found in this sample.
The survey was completed online by friends and family of the researcher, and their friends, as they were encouraged to pass the survey along to others. The survey was distributed via a hyperlink through email solicitation. Sixty responses were collected into a database and then analyzed using SPSS software.
This report is the final compilation of all the results and includes the following: An executive summary, introduction, methodology, statistical analysis, conclusions, summary, and two appendices.