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ARF Webcasts
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.
Upcoming Webcasts in 2009
2008 webcasts available on demand »
WEDNESDAY, JANUARY 14 • 12:00–1:00PM EST
Empirical Evidence of TV Advertising Effectiveness
Presented by Joel Rubinson – Chief Research Officer, The ARF
Is TV still effective as a platform for advertising? Has the effectiveness of TV advertising declined over time? As mentioned in ADWEEK and MediaPost, and presented at the Wharton Conference on Empirical Generalizations on Advertising, Joel explores the evidence.
A total of 388 case histories taken from seven different databases have been accessed to conduct a form of meta-analysis to address the issue. The databases include results from advertising weight tests, marketing mix modelling, copy testing, return on marketing analysis from quasi-experimental design, and media planning tools.
This webcast will outline the evidence suggesting that TV advertising can still be effective at generating brand awareness and recognition and will highlight the importance of using TV in conjunction with other forms of marketing to gain maximum impact in all aspects of the purchasing process.
Registration
ARF Members: Free / Non-members: $99
Register via My ARF »
WEDNESDAY, JANUARY 21 • 12:00–1:00PM EST
Whither the Click? comScore Brand Metrix Norms Prove The “View-Thru” Value of Online Advertising
Presented by comScore
With online display ads yielding click-thru rates of less than 0.1 percent, advertisers can no longer rely on click-thrus to gauge online ad performance. Doing so fails to capture the impact of advertising impressions – or view-thru – on attitude and future behavior, which are essential metrics in assessing the complete return on an investment in online advertising. Please join comScore as we share recent results from our Brand Metrix norms database, compiled from nearly 200 brand impact studies conducted across a range of industries and online ad campaigns.
Learn how comScore’s online behavioral measures combined with powerful survey insights can provide marketers with a comprehensive, multi-dimensional view of the effectiveness of an online advertising or marketing campaign. Measurement of the impact of the campaign is derived from shifts in brand awareness and attitudes and changes in online behaviors like site visitation and searching gathered by company tests and control groups. The norms database also includes the important behavioral metrics of advertiser trademark searches, site visitation and purchasing – both online and at retail stores. See for yourself the compelling empirical support for the belief that there is a quantifiable view-thru impact of online ad exposures on brand value and sales.
Registration
ARF Members: Free / Non-members: $99
Register via My ARF »
Testimonials
"The ARF Webcast was very professionally handled and easy for me to do. More than 60 people were on line to hear and see our presentation. From the comfort of my office I was able to share our learning with a wide array of old and new professional acquaintances."
Randy Brooks
President
Directions Research, Inc.
"In an industry that changes on near daily basis, and in a world populated by today’s “bionic” consumers, The ARF Webcast Program is an extraordinarily effective way of disseminating thought leadership. Companies like Brand Keys have found this an effective presentation platform, and, based upon the contacts and reactions to our work, marketing and media professionals seem to appreciate the ability to laser-target and self-select issues that can make the difference for them between success and failure."
Robert Passikoff, Ph.D.
Founder & President
Brand Keys, Inc.