ARF Webcasts

Learn the Latest, Live, Online!

The ARF Webcast Program – a series of lunchtime presentations that address hot issues in advertising and marketing research. Connect with industry leaders. Tap into a wealth of information. All from the convenience of your own office.

WEDNESDAY, SEPTEMBER 15, 2010 • 12:00-1:00PM EDT

AM5.0 Keynote: The Media Landscape: Measuring The Human Experience

Presented by: Kathy Kline - Senior Vice President, Director of Human Experience, Starcom USA

Audience measurement is and will always be critical to how we plan, negotiate and measure media impact. But audience measurement systems and metrics are limited, focused primarily on reporting demographics and media behavior vs. incorporating a rigorous understanding of human emotions and motives. Kathy Kline puts the drive to find the motives and emotional drivers behind consumers media choices on the hot seat in this provocative keynote.

Registration
ARF Members: $99 / Non-members: $199
AM5.0 Attendees: FREE - Contact KMcSorley@TheARF.org for a promo code
Register via My ARF »

WEDNESDAY, SEPTEMBER 22, 2010 • 12:00-1:00PM EDT

Online Ad Insight ... Who, What and Why?” New Approaches to Online Advertising Effectiveness & Efficiency Measurement

Presented by:
Alison Morgan – AVP Ad and PR Sector, Toluna and
Caroline Henne – Director, Client Services Internationally, nurago

Not less than a few years ago online research testing was done recruiting viewers directly from the website where ads were placed. This was of course easy-to-implement, but did not provide you with the full picture. You could not guarantee an effective respondent base, and of course, you were surveying respondents “in-the-moment” who knew what their online intentions were and if they had time to devote to providing attention to your survey. Results were immediate, but often biased as surveys were conducted in real-time. We can now survey respondents in the future, after exposure happens, without asking participants for cumbersome downloads, or tracking technology. This leads to a number of exciting new research possibilities.

This presentation will provide you with insight into the new methods available for ad efficacy testing and media auditing.

Registration
ARF Members: Free / Non-members: $199
Register via My ARF »

WEDNESDAY, OCTOBER 6, 2010 • 12:00-1:00PM EDT

Creating Online Communities ... You Have Need and the Tools!

Presented by:
Alicia Ierardi – President, 360 Market Vision
Scott Weinberg – Director, Technology, Toluna

Many of our clients are interested in developing branded communities or advisory boards, but feel that these types of communities are often only relevant for companies that conduct a number of projects each year. Believe it or not, we’ve worked with firms, large and small, and custom panel communities are relevant to virtually all types of companies and brands.  Many leverage their communities as a supplement to existing research programs, and generate new insights. What’s more?  In many cases, we’ve found that communities are largely self-managed, and don’t require a lot of hand holding by a community manager.

We will present insights we’ve learned over the years, and provide you with suggestions as to how custom communities might work for you, without requiring a lot of work on your end!

Registration
ARF Members: Free / Non-members: $199
Register via My ARF »

THURSDAY, OCTOBER 14, 2010 • 12:00-1:00PM EDT

The Marketing Mix Modeling Breakthrough: A First Look at GfK MRI’s Granularity

Presented by: Andrew Arthur, VP, Market Solutions, GfK MRI

According to a 2008 ANA Accountability Study, up to 70% of advertisers use marketing mix models for allocating media budgets.  Historically, these models have disadvantaged all media but television.  GfK MRI will provide an first look at a much-anticipated new syndicated product that will dramatically improve the quality of magazine data for marketing mix modeling, enabling a better platform for detecting print’s contribution to marketing efforts and response metrics.

Registration
ARF Members: Free / Non-members: $199
Register via My ARF »