Executive Summary
Within the advertising field, copy testing has long been used in order to determine the effectiveness of brand attitude and preference. The purpose of this particular study was to use copy testing as a means to examine brand preferences among three popular brands of chewing gum: Winterfresh, Big Red, and Orbit. This study will illustrate the initial preferences for the three brands before ad exposure, the effect a print advertisement had on the respondents brand preference and purchase intention, whether the particular print ad altered ones perception of the brand, and finally, which of the three brands was preferred by and large. Data was collected via an online questionnaire which was completed by a total of 83 kind individuals. The subject’s responses were then imported into SPSS so as to conduct a variety of enlightening statistical analyses. These statistical techniques were employed in order to determine if attitudes and opinions found in this sample of 83 respondents could be projected to the general population.
According to the Attitude Scale, Orbit had a slightly higher mean attitude score compared to Winterfresh and Big Red. These results illustrate that respondents liked the Orbit brand best, but it is difficult to say if they really prefer one brand over the other. The final results suggested that the 83 respondents had a more favorable perception of and brand preference for Orbit than Winterfresh or Big Red, but when comparing all three of the paired brands (Winterfresh and Big Red, Big Red and Orbit, and Winterfresh and Orbit), each were viewed about the same. In reference to successful print ads, it was seen in the data output that Winterfresh had the most individuals favor the brand more after viewing the magazine advertisement. For more in depth analysis and discussion, please continue viewing this research report.