NBC Universal’s Alan Wurtzel on CIMM Initiatives, ARF’s new SVP, Social Media Lynne d Johnson and the US Census Bureau at Advertising Week
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Alan Wurtzel, President of Research and Media Development at NBC Universal, will kickoff the ARF’s 360 MMSC Council special session on September 22nd at the Time Warner Center. He will update all attendees on the genesis and mission of the council and will summarize the status of the various CIMM (Coalition for Innovative Media Measurement) initiatives. Audience Q&A will follow. This is a keynote that media practitioners cannot afford to miss!
View Alan’s keynote from Audience Measurement 4.0 »
The ARF presents a special series of council meetings – 360 Media & Marketing, Multicultural, Engagement and our new Social Media council.
Learn More about Advertising Week »
US Census Bureau’s Senior Researcher for Survey Methodology to Speak at ARF Multicultural Advertising Council During Ad Week
To help celebrate Advertising Week 2009, The ARF is pleased to present a very special session of its Multicultural Advertising Council on Tuesday, September 22.
The Advertising Week session, entitled The Time is Right: On the Path to Multicultural Business Growth presents an expansive new direction for supporting and enhancing multicultural business growth which will have a significant impact on the research, advertising and marketing industries.
Nancy Bates, Senior Researcher for Survey Methodology at the U.S. Census Bureau, will share the results of a powerful new segmentation program developed by the US Census Bureau, which will drive marketing and advertising of the 2010 Census.
"The segmentation enriched our multicultural approach to marketing the 2010 Census by identifying the underlying constructs of hard-to-count populations. Not only do we get a sense of where these populations reside, but we now understand how to adjust the mix of media, especially locally targetable media like Out-of-Home, radio, and news, to best deliver our multicultural messages," Nancy said.
This new knowledge about ethnic consumers will have far-reaching implications to marketers. In this Multicultural Advertising Council meeting, you will learn new approaches to target their products and services to multicultural audiences, by exploring crucial questions such as: How are the clusters with a high concentration of ethnic consumers different from those without? What did you have to do differently to get a high response from ethnic consumers? What best practices can we glean based on the bureau’s research?
Another highlight of the meeting will be the presentation of a three-year ARF plan that will replenish, rejuvenate and reinvigorate multicultural marketing, which will be unveiled by Ron Franklin, GlobalHue’s Vice Chairman Research and Planning.
This plan will provide opportunity and share point analysis, models that confirm the value and establish the ROI of multicultural marketing, best practice case studies from the industry, and a multicultural intern program that will replenish, rejuvenate and refresh the cultural resources needed to “fuel” cultural growth by marketers and advertisers.
The mission of the ARF’s Multicultural Advertising Council is to address the issues and definitions of multicultural groups; to evaluate existing multicultural research; to assess whether "ethnic" groups are properly represented in general market and media studies; and to consider ways to improve the credibility of ethnic research.
Additional ARF Council meetings open to all during Advertising Week include 360 Media & Marketing on September 22 and Engagement and Social Media on September 23. To find out more and register visit: www.thearf.org/assets/ad-week-2009.