Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

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Creative Corner
After leaders at PepsiCo and Starbucks became concerned about the diminishing supply of fresh, clean water, they teamed together to sell Ethos Water. The product's distribution has expanded, and it is now sold in major grocery stores, convenience stores, and drug stores. The goal of Ethos Water is to ensure that children throughout the world have clean water.
Access the Ethos Water Web site at www.ethoswater. com. After reviewing the site, design a print ad for a magazine aimed at college students in your area. When you have finished designing the ad, trade your ad with another student or ask him or her to show it to 10 students not enrolled in this class. Explain to the student how to conduct a copytest to gather attitudes and opinions about the ad. Before conducting the copytest, make a list of questions that you want to ask. Some suggestions are:
1. Have you ever heard of Ethos Water
2. What do you think is the primary message of this advertisement
3. Does the copy make sense Is it understandable
4. Does the visual attract your attention
5. What types of feelings does the ad elicit
6. How likely would you be to access the Ethos Water Web site for more information
7. What is your overall evaluation of the advertisement
It is important that someone else conduct the copytest for you to gain honest answers. Respondents are less likely to be honest, especially about any negative feedback, if you show them the advertisement and they know you designed it.