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Executive Summary Copy testing is a well known tool for determining advertising's effectiveness. This study was conducted in order to determine the brand preferences among women over the age of 18 of three different disposable razor brands: Schick, Venus, and BiC. An online survey was distributed to participants in which initial brand preferences were collected, followed by an exposure to an ad for each of the three brands, and finally a series of brand preference questions to follow the exposure. Many statistical tests were performed once the data was collected in order to determine which of the three brands were most preferred before and after the ad exposure. A total of ninety participants completed the survey, and all data analysis was conducted using SPSS. For each of the three brands, all participants changed their preferences after viewing the three ads. An overwhelming majority of the participants increased their opinion of Venus after viewing the ads, and still a large number increased their favorability of Schick. The data from this study project a ranking of the three brands among women over the age of 18 as: 1. Venus, 2. Schick, and 3. BiC. Overall, the sample population started out with the same opinion of Schick and Venus, and absolutely no favorability towards BiC. After exposure to the three print ads, Venus became the highest rating brand, followed by Schick and then BiC. To learn more about the results of this study and how the study was conducted, follow the links to the left. |