RSVP/Register
This event has ended.
Date & Time
Starts: Tuesday, August 11, 2009 at 9:30am
Ends: Tuesday, August 11, 2009 at 2:30pm
Location
Reed Smith
599 Lexington Avenue (at 52nd Street), 22nd Floor
Conference Room 22-7
New York, NY 10017
To Attend Via Phone and Webinar
Members: Please log in above to view webinar and dial-in detail.
Agenda
AGENDA
I. Re-allocating Marketing Resources for Better Payback in 2010
2010 planning promises to be very different from years past. The number and nature of unknowns will be much greater and the margins between success and failure are likely to be razor thin.
So how can you make sure that you're ready to make the tough decisions about where and how to spend, and present those recommendations in a way that preserves the integrity of your plan (not to mention your personal credibility)?
Pat LaPointe of MarketingNPV will share some insights from a recent Wharton/MarketingNPV study linking marketing budgeting and resource allocation practices with financial outcomes and review some ways you can prepare yourself to answer these and other hard questions:
1. How much should be spent on short-versus long-term goals?
2. How should resources be allocated by Geo/product/segment/channel for maximum impact?
3. If it is necessary to cut X%, where do we look first? What if we need to cut 2x or 3x?
4. If we spent X% more, what return would we generate?
5. Is the right insight-generating research and analytics in place to guide us to success?
Speaker: Pat LaPointe, Managing Partner - Marketing NPV
II. MEMBER ROUNDTABLE DISCUSSION (11:00 - 12:00)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies. We'll discuss:
Copy Testing - How Do You Measure an Insight?
For many advertisers, copy testing is a standard part of the creative development process. Some don't test at all. For those who test, with so many different methodologies available to them, how can they be reasonably sure that the right one are being used? Once a methodology is chosen it becomes so institutionalized it is almost impossible to change. Often overlooked, when used correctly, copy testing can act as a leading indicator.
Facilitator: Steve Smith
III. USING BIOMETRICS AND EYE TRACKING TO IMPROVE YOUR MEDIA AND MARKETING INVESTMENTS
Dr. Carl Marci, CEO of the neuromarketing company Innerscope Research(r), will present a case study demonstrating how the combination of neuroscience, biometrics, eye tracking, and proprietary analysis is changing the way advertisers and content developers optimize their creative for maximum emotional impact. Advances in neuroscience and technology are providing quantitative data on subconscious emotional responses of target audiences where before only self-report data was available. This data can provide very specific insights on how to focus creative, including TV and print ads, packaging, and Web sites to maximize changes in consumer behavior thereby maximizing returns on media and marketing investments.
Dr. Marci will give a live demonstration of Innerscope's biometric capabilities using several ANA members who will watch a short video demonstration. Participants will learn about emotions and their effect on subconscious consumer behaviors. Specific examples will be given of the analyses Innerscope creates to show emotional impact, how Innerscope validates the role of emotional impact in driving responses, and lessons on how to optimize creative for the highest emotional impact.
Speaker: Dr. Carl Marci, CEO - Innerscope Research