Research

Founder of McPheters & Co. Rebecca McPheters discusses a study developed to address advertisers continuing skepticism and help them determine the usefulness of public place print distribution.

Led by the VP of Multicultural Marketing at McDonalds, the group explores whether or not ethnic marketing is evolving from dedicated funded programs and tactics for each segment, to one of dedicated programs plus extensions of general market efforts.

This article discusses how the Brand Manager at Clorox Derek Gordon successfully used a combination of creativity, pragmatism and relentless focus on the consumer to overcome the challenge of marketing numerous brands on a global scale.

This article indicates best practices for writing a creative brief.

This article explores things how brand marketers are using magazines to create stronger relationships with customers and the value that using outside agencies play in creating custom publications.

This rapid-fire session provided insights for marketers on the various tools available to take their business-to-business marketing programs to the next level.

An ANA Telephone Directory Committee open letter to the Yellow Pages industry on the issues of: Syndicated audience measurement research, Circulation auditing, Directory extensions, and Forced-bundling of companion books.

This article defines intuitive retail and explores how it is used to create rich, compact experiences that tap strong emotional associations and life connections without rational processed thought.

Booz Allen Hamilton highlights the key trends resulting from the Marketing & Media Ecosystem 2010 Study, a cross-industry, multi-phase study designed to explore how the digital media environment is reshaping the ecosystem of marketers.

Game-related advertising, a fairly new technology seems to have caught the eyes of some of the nation's biggest advertisers. This article explores how advertisers are utilizing computer games as a place to advertise. The article also explore challenges associated with game-related advertising including counting impressions and getting game publishers to produce term sheets so you know exactly what you are buying.

In this article the SVP of Corporate Marketing at Adobe Systems explores the importance of Corporate Social Responsibility (CSR), provides some insight on on how to best incorporate CSR concepts, and uses Adobe to illustrate an example of CSR.

"Time-shifting," a trend affecting the industry, allows consumers to create their own TV viewing schedule. This changes the way marketers can reach the consumer. This article explores innovative ads brands have created, especially for the digital video recorder (DVR).

This article explores analyzing web site traffic in the Web 2.0 arena where a a whole new level of interaction occurs.

During a panel discussion, Claire Edgar, Champion, Hanesbrands, Inc. Director of Brand Marketing, discusses how Champion successfully employed facebook to re-engage the "college crowd."

Richard Zackon of New York University and Shari Anne Brill of Ball State University discuss the results of a pilot study and reveal the methodology that will used in the Media Consumption and Engagement Study.

Acknowledging that market research industry has a potentially bright future, John Forsyth and Rukhshana Motiwala of McKinsey discuss how professionals can seize this opportunity to help organizations enhance their marketing ability.

This presentation given by VP of Development Micheal Clarke and VP of Marketing Kay Madi focuses on the differences between traditional digital marketing campaigns, and the edge provided thought the use of social networks. During the session they also discuss the key best practices, key pitfalls and challenges associated with digital marketing.

The SVP of Research and Standards William Cook discusses steps being taken by the ARF to assemble online panels that would address broader research quality issues.

CEO of Media TQ Michael Lotito discusses how results of second by second census can be further analyzed to provide creative benchmarks.

Senior VP & General Manager of Knowlege Networks/SRI, Jane Dennison-Bauer discusses the re-introduction of syndicated research as a method of measuring yellow page usage and plans to redevelop the process.

During this presentation Gary Reisman and Denise Larson of NewMediaMetrics, Inc., provided listener with an overview of emotional attachment metrics as perceived by NewMediaMetrics.

This snapshot presents the thoughts of Robert S. Duboff, CEO of HawkPartners, who talks about how to successfully assess the ROI of marketing.

During the presentation Ray Kordupleski, President, Customer Value Management (CVM) and Mark Wolf, Guardian Life Insurance Company of America talk about how CVM helps companies capture & use customer data with the same understanding, discipline, and passion as financial data.

In this presentation the senior vice president of new business development at Nielsen Terrie Brennan, discusses initiatives that have been done with the ANA that could provide more granular ratings data.

In this presentation Ray Kordupleski, President, Customer Value Management (CVM) and Mark Wolf, Guardian Life Insurance Company of America discuss how CVM helps companies capture & use customer data with the same understanding, discipline, and passion as financial data.

During this presentation Kevin Ulisse, VP A2/M2 Client Services, Nielsen, highlights five key initatives related to is all about following television content as it moves from device to device as consumers watch video on everything from iPods to PCs to cellphones. Nielsen provided an update on five key initiatives:

During this presentation, Archana Kumar, BBDO SVP and Group Director of Behavioral, highlights the findings from a study which suggests that injecting brands into rituals that define people is critical to making them an absolute part of consumer shopping lists.

Steve Sullivan, Senior Vice President, Communications, Liberty Mutual Group; Mike Sheehan, Chief Executive Officer, Hill, Holliday Advertising share their insights and reveal how Liberty Mutual has transformed its marketing model to ensure deep consumer relevance and clear differentiation - especially in comparison with well known competitors that feature humorous animations and cartoon characters.

A perspective from Fletcher Knight on consumer behaviors that will shape 2008.

In this presentation Steve Berkowitz, Senior Vice President, Online Services Group, Microsoft and Laura Desmond, Chief Executive Officer, The Americas Starcom MediaVest Group reveal the results of a study that looked into the consumer group they have coined the "ad averse"