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Date & Time
Starts: Thursday, September 10, 2009 at 10:00am
Ends: Thursday, September 10, 2009 at 2:30pm
Location
Allstate Insurance Company
2775 Sanders Road
G Conference Center
Northbrook, IL 60062
To Attend Via Phone and Webinar
Members: Please log in above to view webinar and dial-in detail.
Agenda
I. MEDIA RATING COUNCIL - ENSURING RELIABLE AUDIENCE MEASUREMENT
(10:15-11:15am)
The Media Rating Council is a not-for profit industry oversight body whose mission is to secure for the industry and related users audience measurement services that are valid, reliable and effective. The Media Rating Council staff will present its purpose, process and value, and inform the ANA Telephone Directory Committee of recent activity related to Telephone Directory Services that was initiated at the behest of the ANA. The Media Rating Council will also be seeking input from the Committee.
Speakers:
Anthony Torrieri
Senior Vice President, Associate Director
Media Rating Council
David Gunzerath
Senior Vice President, Associate Director
Media Rating Council
II. CAR-X CASE STUDY - USING RESEARCH TO PRODUCE MOST COST EFFECTIVE YELLOW PAGES CAMPAIGNS
(11:30am-12:30pm)
In a multi-tasking world, it has become increasingly difficult for advertisers to reach their target audiences. As businesses, now more than ever, have to consider multiple mediums when making ad buys, TMP Directional Marketing's Local Search Usage Study was designed to help advertisers determine the proper media mix. Rich Brayer, Vice President of Marketing - Car-X and Gregg Stewart, SVP of Interactive - TMP Directional Marketing will share a case study on how they were able to use the comScore / TMPDM research to realign Car-X's marketing program and produce more cost effective results.
Speakers:
Rich Brayer
Vice President of Marketing
Car-X
Gregg Stewart
SVP of Interactive
TMP Directional Marketing
Monica Ho
Vice President of Marketing
TMP Directional Marketing
III. ANA SURVEY RESULTS: HARNESSING THE POWER OF NEWER MEDIA PLATFORMS
(1:15-2:00pm)
Be the first to learn how your peers are navigating the explosion in newer media platforms to drive demand. ANA survey results will explore the use of search, social networks, user-generated content, podcasts, blogging, and more. This survey will address issues including usage of new media platforms, spending, measurement/ROI, resource allocation, and integration with other elements of the communications mix as well as comparisons between b-to-b and b-to-c marketers.
Facilitator:
Marni Gordon
Director, Marketing and Media Committees
ANA
IV. MEMBER BENCHMARKING SESSION - WHAT ARE ADVERTISER'S PERCEIVED VALUES OF YELLOW PAGES?
(2:00-2:30)
ANA benchmarking sessions provide peer-to-peer forums for marketers to learn from one another. The industry is evolving from using the printed Yellow Pages to increased usage of online and search media. In this session we will ask members to share their thoughts on advertiser's perceived value of the Yellow Pages, how they think the industry will change in the next five years, current blogging activity on the Yellow Pages, and brainstorm ways we can work with the publishing industry as online and search become even more prevalent.
Facilitators:
Janice Lucente
Integrated Marketing Communications
Allstate Insurance Company
Marni Gordon
Director, Marketing and Media Committees
ANA