Ad Club, Calcutta, to judge advertising effectiveness with CRIS

By , agencyfaqs! | In | May 30, 2003
Indica Research-developed Consumer Resonance and Impact Score or CRIS is a method of finding out the effect of a piece of advertising on consumers

On completing 50 years of existence, the Advertising Club of Calcutta has decided do things differently. For one, this year, the evaluation process of ads for the Gowtam Ghoshal and the Subhas Ghosal Trophy (which is given out for work created in Kolkata only) is going to be different. The entries would now have to undergo one extra step of scrutiny. Dubbed Consumer Resonance and Impact Score or CRIS, this time, the target consumer would get a chance to assess an ad, which has already undergone a round of evaluation by the jury.

Elaborating on the concept of CRIS, B Narayanaswamy, executive director, Indica Research, which has developed the concept, says, "This time the assessment of the achievement of a brand or a campaign would not simply be based on the jury verdict; the consumer-end assessment would also be taken into account."

In other words, all entries - be it a press ad, hoarding, TVC or a radio spots - would get a 'Market Assessment' of the brand advertised in the campaign, and a 'Stimulus Assessment' for the campaign as part of the CRIS report. Based on one-on-one interviews that cover the specific target audience, an ad would get a score that helps diagnose the kind of effect the brand advertising has had on the audience in question.

While the CRIS report will be important, it will not be the only component of the judging process. A selection panel will use the details provided in the entry form and interpret the information provided through the 'Marketplace Report' and the 'Stimulus Assessment' Report to nominate five of the best ads in the following categories - fast moving consumer goods, consumer durables, consumer services, public services, business to business and below-the-line-promotions. The brand teams will then be invited to present their case studies in front of the final jury on August 29 and 30, 2003.

For the first year, as an introductory incentive, the Advertising Club Calcutta will provide each entry for the Gowtam Ghoshal Trophy and the Subhas Ghosal Trophy with both 'Market Assessment' and 'Stimulus Assessment' reports for Rs 5,000. Otherwise, the CRIS reports cost Rs 15,000 - Rs 10,000 for the market place report per category and Rs 5,000 for the impact report for each communication.

CRIS is built on the Ad Impact Measurement (AIM) model, the proprietary tool of Indica Research. The tool distinguishes the effect of the advertising from the other forces that impact the brand. However, AIM has been customised for the Advertising Club of Calcutta to generate Consumer Resonance and Impact scores. © 2003 agencyfaqs!

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