Integrated Marketing - Media Allocation
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Dates & Times
Starts: Thursday, July 16, 2009 at 8:00am
Ends: Thursday, July 16, 2009 at 3:30pm
Venue/Location
The Northwestern University McCormick Tribune Ctr.
1870 Campus Drive
Forum Room
Evanston, IL 60208
Directions
Campus Map
Agenda
For Speakers' Bios, click here
Confirmed Speakers:
8:00 am Networking Breakfast
8:45 am Welcome and Opening Remarks
Bob Liodice, President & CEO, ANA
9:00 am "New, Newer, Newest: Evolving Stages of IMC"
Don Schultz, President, Agora, Inc. and Professor Emeritus of
Service at Northwestern University's Medill School
Integrated Marketing Communications has evolved through a
number of stages in the past 20 years. In this presentation,
Don Schultz, Northwestern Professor will trace the development
of IMC and focus on the latest iteration, Integrating in a Push and Pull
Marketplace. Schultz's remarks will be based on the findings
of the Simultaneous Media Usage (SIMM) studies which have
been ongoing since 2002. The studies identify consumer media
consumption, including amount of time with each media form,
combinations of media forms used simultaneously, and the influence
of media form on purchase decisions. Several new models
and approaches will be demonstrated that confirm that all integration
must start with the consumer, not the marketer.
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11:00 am Long Road to Conversion
Adam Cane, Senior Sales Engineer, Atlas Institute,
Microsoft Advertising
Most marketers are familiar with the concept of the “purchase
funnel” and campaigns today are executed to take advantage
of where various sites, networks, and channels sit in both the
funnel and the user experience. And while the impact of overlap
has been well-documented employed, the duration of a user’s
interaction with a campaign has been largely ignored. The
advertising metrics and models developed for online
marketers largely ignore the question of when media exposure
occurs. By measuring the last ad seen or clicked by a converter,
they focus entirely on a brief time span at the bottom of the funnel.
With this research we expose the oversimplification in our current
data, highlight the variability across sites between exposure time
and conversion time, and show the implications of these discoveries
on the process of planning and optimizing media.
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12:00 pm Complimentary Networking Lunch
1:15 pm International Truck & Engine Drive & Deliver Case Study
Matt Aldrich, Director, Business Intelligence and Customer
Marketing
Navistar set a course to be “bold” and to “challenge conventional
thinking” in remaking their brand. This presentation will describe
Navistar's game-changing and bold go-to-market thinking, including
finding a strong new voice, doing the unexpected, investing in the Web,
embracing truckers as social networks and using branded
entertainment and automotive techniques to launch new truck
brands. Navistar’s bold branding moves over the past several
years have helped boost its market share from 15% in 2007 to 22%
this year.
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2: 15 pm BUILDING DIGITAL BRANDS -- Convincing Your Target They Want
Your Marketing in The Era of Consumer Control
David Rubin, Marketing Director for Unilever's US Haircare Brands
What are you doing to engage consumers in a complex
media landscape? David will focus on examples from
Unilever's experience building brands beyond the 30 second ad.
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3:30 pm Adjournment
Times and presenters may be subject to change
Questions? Please email Tiffany Piracha at tpiracha@ana.net for assistance.