Research

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"

ANA members provide insight on how they track customer-facing leading indicators along with core growth.

ANA members share information about resources they use for syndicated research on sponsorship of popular music entertainment, concert venues, and movie and television product placements.

This article discusses in-program product placements.

This article talks about steps being taken to reach out to African-Americans online.

Chuck Kapelke reviews the findings of the Booz Allen Hamilton report titled, "Marketing and Media Ecosystem: 2010."

While most b-to-b companies plan to increase spending on new media, new ANA research shows anxiety is still high over measurement, funding, and senior management pushback.

Greg Stuart presents what the writers of "What Sticks" have to say about why many ad campaigns are ineffective.

Read about advancements in the field of neuromarketing.

This benchmark provides insight on how manufacturers and retailers of consumer goods track consumer perceptions of price.

Interview with Chuck Brymer, President and CEO of DDB Worldwide Communications Group, at the 2007 ANA Annual Conference.

Based on responses from over 250 marketers, representing 165 unique companies, this whitepaper prepared by Andrea Rasmussen, Carolyn Ude, and Edward Landry of Booz Allen Hamilton, details how marketers and their agencies must change as the convergence of media and technology, changes the connection between marketers and end users.

Media-planning guru Erwin Ephron discusses redefining exposure measures and incorporating softer measures such as receptivity, attentiveness, and engagement into the measurement process. He also presents a case study demonstrating that a TV/radio schedule will easily outperform TV alone in reaching consumers.

Toni Gnewuch of American Family Insurance and Micheal Petromilli of Prophet, discussed how the combination of historical, test, and learn analysis allowed American Family Insurance to assess marketing's impact on business growth and help guide future investment.

In this presentation Robin Steinberg of MediaVest and Patricia Gliniecki from Kraft Foods discussed the the Audit Bureau of Circulation's Rapid Report service that launched in July 2006.

ANA members share their recommendations for firms experienced in evaluating the effectiveness of special events in changing consumer attitudes / behavior.

This snapshot summarizes, Steve Sayre, VP of North America Marketing presentation describing how Avaya connects with its customers.

ANA members provide insight on whether they control or influence research market research spending, and where they charge their research costs.

This benchmark completed by the ANA Multicultural Committee provides insight on how companies utilize and value their segment marketing managers.

See the results of parallel surveys conducted by The American Association of Advertising Agencies and Association of National Advertisers in the spring of 2007. The survey was designed to assess agency and client attitudes and activities in four areas: 1. How agencies add value to the client's business; 2. How advertisers add value to the agency-client relationship; 3. Degree of interest in value-based compensation; & 4. Possible barriers to changing compensation methodology from cost based arrangements to value-oriented methods.

Google has created a digital system for buying, selling, measuring, and delivering TV advertising. The goal of this system is to put more relevant ads in front of the consumer. It launched nationally via EchoStar as of 5/21 and Google is now in talks with networks and cable operators to extend that reach.

Looking forward to the new season, how the NFL is planning for the future by focusing on its core fans.

Jay Shaw of Jay Shaw Consulting shares thought about the radio vs. the internet.

In this presentation, Marketing Evolution CEO Rex Briggs provides innovative methods of measuring ROI in the new marketing landscape. He proposes using ROMO (Return on Marketing Objective) as a model for measuring the effectiveness of advertising in the fragmented media environment.

Various factors influence the success of print advertisements. Through their Print Effectiveness Rating Service, Affinity examined the effectiveness of differing print advertisement techniques.

Ellen Oppenheim of Magazine Publishers of America shared new findings, based on client commissioned research, that showed how different media, including magazines, TV and on-line work together within the purchase funnel to improve results.

Pat Glinecki of Kraft shares their approach to building teams for innovation to make all elements of the marketing communications process, from product development through measurement and analysis, as consumer-focused as possible.

Google has created a digital system for buying, selling, measuring, and delivering TV advertising. The goal of this system is to put more relevant ads in front of the consumer. It launched nationally via EchoStar as of 5/21 in 13 million homes and Google is now in talks with networks and cable operators to extend that reach.

In this presentation, Dan Belmont of Mill Sport presents the preliminary results of the ARF's Experiential Marketing Engagement Study which suggest that live brand experiences generate high levels of consumer engagement.