| What is CAPS? |
| |
| PAN ARAB RESEARCH CENTER
has launched in September 1996 a new Advertising
Research tool aimed at testing the performance
of TV Advertisements so as to help marketers
gauge how well their ads have performed against
their competition. |
| |
| All too often marketers
are on the lookout for answers to such question
as: |
| |
- Is my advertising effective?
- How is my advertising faring compared
to the competition?
- Are there any benchmarks against which
I can rate my own ads as well as the competitors
ads?
|
| To answer these questions,
PARC offers CAPS: Clinic for Advertising Performance
System, a unique advertising research service
which offers a measurement and diagnostic
understanding of the performance of TV ads. |
| |
| Background |
| |
| Set up as a continuous
service, CAPS has built up a database of advertising
performance norms and normative data for comparisons
by measuring a selection of new TV ads month
after month. |
| |
| In fact, since its
establishment in September 1996 over 1000
ads were tested through CAPS, (covering Saudi
Arabia, United Arab Emirates, Kuwait, Bahrain,
Lebanon, Egypt and Jordan). The ads tested
are spread across over 100 product categories. |
| |
| The service involves
testing of new TV ads with the general public
in a systematic manner on various advertising
performance measures and therefore, concluding
to an overall assessment of the effectiveness
of the advertising. |
| |
| The basis for CAPS
is a simple survey consisting of personal
face-to-face interviews with representative
samples distributed across adult Arab Males
and Females across all income classes within
each country. Respondents in the survey are
exposed to the commercials in a forced exposure
situation. |
| |
| Objectives of
CAPS |
| |
| The objective of CAPS
is to provide feedback on the performance
of new TV ads as a means of helping agencies
and markers assess the effectiveness of their
advertising. The specific information gathered
to evaluate the advertising is listed below: |
| |
- Immediate impressions upon seeing the
advertisement
- Perception of the product/ brand through
the message communicated in the ad
- Incidence of seeing the ad before and
the number of times seen before
- Rating of the ad on a range of advertising
performance measures using a 10 point
scale:
- likeability
- affinity
- ease of understanding
- entertaining
- informative
- creativity
- Felings provided by the ad
- bored/irritated
- lively
- cheerful
- skeptical/unsure
- curious about the brand
- confident about the brand
- personally addressed
- enjoyed it and would like to see it
again
- Likelihood of considering to purchase
the brand / product / service advertised
|
| |
| How advertisements
are selected for CAPS? |
| |
- The ads should have appeared on a prominent
Local or Satellite TV Channel.
- The ads should be a new copy aired for
the first time.
- The ads should have a minimum of 10
airings in one month.
- Requests from clients
- Products/brands of current subscribers
- Well-known products/brands that are
relevant to the markets covered.
|
| |
| Sample size
and structure |
| |
| The target segment
is defined as: |
| |
- Males and Females
- Aged 15 years and above
|
| The sample is equally
split between males and females. |
| |
| A random procedure
is used for the selection of the respondents
designed to produce samples which are representative
of the adult population (>= 15 years) residents
in legal households in the areas covered in
this survey |
