| CAPS |
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| Pan Arab Research Center
has launched in September 1996 a new advertising
research tool aimed at testing the performance of
TV Commercials so as to help marketers gauge how
well their ads have performed against their competition. |
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| Set up as a continuous service,
CAPS aim was to build up a database of advertising
performance norms and normative data for comparisons
by measuring a selection of new TV advertisements
month after month. |
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| The service involves testing
of new TV commercials 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. |
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| The basis for CAPS is a sample
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. |
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| Objectives of CAPS |
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| Each advertisement tested
is evaluated monadically. The information gathered
to evaluate the advertising is : |
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- Immediate impressions upon seeing the
advertisement
- Perception of the product/brand through
the message communicated in the ad.
- Incidence of seeing the advertisement
before and the number of times seen before
- Rating of the advertisement on a range
of advertising performance measures using
a 10 point scale.
- Likeability
- Affinity
- Ease of understanding
- Entertaining
- Informative
- Creativity
- Feelings provided by the ads seen :
- 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
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