Introduction
Advertising is essential in building a brand and helping to effectively communicate with prospects and customers. The marketer’s challenge is to produce memorable and effective communications and place them where they can have the greatest impact. It is absolutely imperative that people like a certain brand’s advertisement. This particular study helps to illustrate whether a non-random sample of 83 respondents liked or disliked three divergent brands of chewing gum and their particular print ads. This final report contains copy-testing research for three popular brands of chewing gum, which was used to test the effect of print advertisements on consumer brand preferences.
The brands of chewing gum used in this study are Winterfresh, Big Red, and Orbit. The three print ads for each brand were found in various well-liked magazines, including People, Rolling Stone, and Us magazine. Data was collected through a web-based questionnaire that was fully completed by 83 individuals. Once all surveys were returned, the data was imported into the analytical software, SPSS, in order to conduct various statistical analyses.
These statistical techniques were employed to help determine initial preferences for the three chewing gum brands and to help assess the effect of the each brand’s print ad on consumer preference and perception. The results from the questionnaire and the statistical approaches conducted on the data will examine common attributes associated with the three brands and compare which brand of the three had the most favorable attitude and utmost preference. The results will be examined for statistical significance, revealing whether we can project our findings, with confidence, onto the population as a whole, based on this sample of 83 subjects.
This final report includes sections dedicated to methodology, analyses of all the statistical tests, conclusions drawn from these statistical approaches, and a summary of the findings. Two Appendices are also included in this final report in order to exemplify the actual questionnaire (Appendix B), as well as a questionnaire that has the frequency output for each question (Appendix A).