ROYAL
CARIBBEAN
INTERNATIONAL
G R O U P 3 : T H E M A R K E T E E R S
C O P Y T E S T 1

THE MARKETEERS
TEAM MEMBERS:
• Melina Miller
• Paola Leon
• Giordany Loffredo
• Christabel Shinde
• Yi Ruu Wong

RESEARCH QUESTION & OBJECTIVE
Research Question:
Which ad is more effective at persuading the
viewer to learn more information about Royal
Caribbean by visiting their website?
Experiment Objective
• Conduct a survey among people to
determine which print advertising is most
appealing to consumers, with the purpose
discovering which ad will get the consumers
interested in learning about Royal
• This will be measured by learning the
likelihood of the respondents in visiting the
website after viewing either ad.

RESPONDENT PROFILE

KEY INSIGHTS
KEY INSIGHT: By comparing both Ad 1 and Ad 2, the ads are understandable to the
audience.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Stronngly
Agree
Somewhat
Agree
Neither Somewhat
Disagree
Strongly
Disagree
“This ad’s message is
understandable.”
Ad 1 Ad 2

KEY INSIGHTS
KEY INSIGHT: By comparing both Ad 1 and Ad 2, the ads are relevant to the audience.
0.00%
10.00%
20.00%
30.00%
40.00%
Strongly
agree
Somewhat
Agree
Neither Somewhat
Disagree
Strongly
disagree
“This ad’s message is relevant to
me.”
Ad 1 Ad 2

KEY INSIGHTS
KEY INSIGHT: By comparing both Ad 1 and Ad 2, the ads are believable to the audience.
0.00%
20.00%
40.00%
60.00%
Strongly
Agree
Somewhat
Agree
Neither Somewhat
Disagree
Strongly
Agree
“This ad’s benefits described are
believable to me.”
Ad 1 Ad 2

KEY INSIGHTS
KEY INSIGHT: By comparing both Ad 1 and Ad 2, the ads are equally preferred by the
audience.
0.00%
20.00%
40.00%
60.00%
“This ad is much better than
other ads for products in this
product category.”
Ad 1 Ad 2

ADVANCED ANALYSIS RESULTS
• After conducting a T-TEST to determine if there was a significant difference in the likelihood
to visit the Royal Caribbean website based on which ad was seen by the respondents, we
received below results.
• P-value of 0.09.
ANALYSIS RESULTS:
Since this is greater than 0.05, we concluded that there is no statistically significant difference
between the two ads in the likelihood of the respondents visiting the Royal Caribbean website to
learn more.
AD 1
AD 2

RECOMMENDATIONS
• Either AD could be chosen to influence viewers to learn more
information about Royal Caribbean.
• We recommend choosing between the two ads based on other factors
such as cost and timeliness to issue.
AD 1
AD 2

THANK YOU,
BON VOYAGE!