Christi%20Louis

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Bacardi Survey
Christi Louis Najwa Mounir Ouiam El Omari Stan
Shpigelman Laurena Yeung Jennifer Zupnick
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Bacardi Ads
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Our Predictions
We predict there will be an interaction effect.
Males more than Females will like the necklace
ad. Females more than Males will like
no-necklace ad. This is because of the sexual
connotations within the ad..
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Descriptions Design Table
Between Subjects Design
Necklace No-necklace
No-necklace - Necklace
25 Participants
25 Participants
Male
Female
25 Participants
25 Participants
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Procedure Measurement Variables

• Identical Ads
• Removed necklace from original ad
• Order of viewing of ads varied between
  subjects
• Controlled for all other variables

Surveyed Random Target Sample
No-necklace ad to 25 male participants followed
by necklace ad. No-necklace ad to 25 female
participants followed by necklace ad. Necklace ad
to 25 male participants followed by no-necklace
ad. Necklace ad to 25 female participants
followed by no-necklace ad.
Dependence Variables
Appeal of Ad (1 to 9 Scale) Given the change to
the ad, appeal of the second Ad (1 to 9 Scale)
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Results
Average Ad Appeal
Necklace p value .339 t value .257
Ad Appeal
No-necklace p value .293 t value .548
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(No Transcript)
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Hypothesis

• YES
• Males more than Females like the necklace ad.
• Females more than Males like no-necklace ad.
• Our predications were supported, but only
  slightly because
• The necklace has negligible influence based on
  gender.
• Sexual connotations are strongly present with or
  without the necklace.
• The necklace has vague meaning as a symbol.

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Managerial Implications

• Subtle changes in details do not affect appeal of
  ad drastically if ad already has strong sexual
  undertones.
• Male and Female preferences are not very
  different for ads of sexual appeal.
• The necklace ad was found in a Female magazine.
  However females liked the no-necklace ad better.
  Bacardi should rethink ad placement.
• The average appeal for both ads is only 6.2.
  Future ads for Bacardi should try to attain more
  appeal.