All MKC Content
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Respondent Cooperation & Data Quality
In this presentation, Patrick Glaser (CMOR) discusses research quality and specifically, the importance of respondents. He explains respondent cooperation in today's culture and provides suggestions for fixes needed to ensure data quality in current research efforts.
Connecting with the Connected: Influencer Research Highlight
In this presentation,Ted Smith of CNET discusses research on influence (how individuals influence each other) and how it works. He also demonstrates how marketers can use their knowledge of influence research to build brands.
Summary
During this presentation the CEO of Champ Meg Blair reviews the ANA Marketing Accountability Committee/ The Boardroom Project Winter Meeting notes highlighting the need for marketing measurement standards and the wisdom of creating an independent body to establish & improve the standards over time
Welcome! The Boardroom Project Winter Meeting
ANA Marketing Accountability Committee meeting schedule, Meeting Objective, The Boardroom Project Background
Around the ANA: Turning the Page
This articles reveals some of the things going on around the ANA.
Developing the BIG Idea to Connect With Your Audience
This presentation discusses how to come up with the big idea for your brand and provides case studies for "Got Milk" and diamond sales.
The New Rules of Marketing: Playing to Win
This presentation discusses innovation competence in marketing and provides tips for embracing innovation.
From the Top: Top Ten Themes
This article discusses the top ten marketing themes for 2007.
Should You Take the Plunge?
This article explores how some marketers are making the switch to performance-based compensation (also known as value-based or results-based).
"The Value of Print in the New Media Landscape."
In this presentation, Allan Linderman discusses the impact of new media on print (including magazines) and how print fits into the landscape.
Advertising Messages That Move: Influencers And Consumer Motivations
A researcher at CNET Networks Ted Smith explores how influence, media brands and ad message play a part in consumers wanting to be an active advisor to friends and family about products and services.
2006 Corporate Brand Positioning and Advertising
In this presentation, Susan Crabtree discusses Lincoln Financial Group's interactive "Stories" campaign. She explains how Lincoln has created interactive multimedia (including short films)to deliver its brand message and motivate and engage audiences in the potential and possibilities of new retirement.
Adapting to a Shifting Marketplace
The yellow pages marketplace is shifting. In this snapshot, TMP (one of Orkin's CMRs) covers the national advertiser/agency perspective of print yellow pages versus online. TMP also provides suggestions for how to prepare for the future
Discussion Outline
Syndicated audience measurement research for yellow pages, via Knowledge Networks/SRI, has gotten off to a solid start and is now expanding. In 2006, 233 directory distribution areas were measured, accounting for 32% of the U.S. population.
Yellow Pages Industry Directory Usage Measurement
A predictive model approach has been newly introduced into the Yellow Pages research community by Directory Share Ratings (DSR) that requires scrutiny as to the adherence to ARF guidelines for audience measurement. A review of the prediction model methodology employed by Directory Share Ratings raises some important issues/questions about the reliability and robustness of their data.
Remarkable Lessons on Motivating Innovative Marketing Solutions
In this presentation, Andy Cohen uses the metaphor of magic to encourage thinking differently and challenging assumptions in branding and marketing.
New Media Metrics for the New Media World
In this presentation, NewMediaMetrics explores their predictive Emotional Attachment theory approach based on a 1937 academic model by John Bowlby called the Attachment Theory and the Bonding Process. They also share case studies for "My Name is Earl," Burger King, and McDonalds.
Agency Compensation: Fresh Ideas and New Approaches
In this presentation, Johnson discusses value-based compensation and Anomaly's implementation of this philosophy. Anomaly is a two-year old agency.
How to Approach a Value-Based Agency Compensation Agreement
In this presentation, Tim Williams of Ignition looks at the benefits of a value-based compensation system. He also provides methods and models that can help make the transition to this system, as well as provides example of how others are making the transition.
How to Approach a Value-Based Agency Compensation Agreement
In this presentation, Tim Williams of Ignition looks at the benefits of a value-based compensation system. He also provides methods and models that can help make the transition to this system, as well as provides example of how others are making the transition.
