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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 2008
TUESDAY, OCTOBER 28 • 12:00–1:00PM Eastern
Leveraging Mobile Research to Better Measure Marketing Effectiveness
Scott Bailey – Director of Product Development, Lightspeed Research
One of the biggest challenges facing marketers and advertisers is how best to measure the effectiveness of their advertising spend. Using mobile phones to conduct market research will significantly expand the opportunities for advertisers and marketers to understand and influence consumers. The mobile survey platform offers a number of unique research opportunities. The speed of response is unique and provides the opportunity to conduct near-immediate research in a more cost-effective way. It also provides the ability to engage respondents “in the moment” and capture opinions at a specific point of time.
This presentation will review mobile research as an emerging methodology to connect with people on-the-go, and to measure the effectiveness of advertising and marketing activities in a much closer to real-time environment.
WEDNESDAY, NOVEMBER 5 • 12:00–1:00PM Eastern
Research 2.0 in Asia
Bob Chua – CEO of Pulse Group PLC
The challenges and opportunities in adopting research 2.0 throughout Asia. The world’s most populous region goes 2.0, so does market research. How to tackle and embrace the fast-growing digital frenzy impacting on consumers and businesses of today, as well as the methods in which we interact, engage, and obtain insights from respondents. Listen to Bob Chua, CEO of Pulse Group PLC, Asia’s fastest growing and premier online panel company on his thoughts on the matter.
WEDNESDAY, NOVEMBER 12 • 12:00–1:00PM Eastern
Effective PR and Word of Mouth Strategies to Maximize a Brand’s Investment in a Super Bowl Ad
Presented by Jim Nail – CMO, TNS Media Intelligence/Cymfony
Advertisers spend millions to advertise for 30 seconds during the Super Bowl. The rivalry among advertisers to drive visibility and generate positive awareness for their brands is almost as high as the rivalry on the field.
For the 2008 game, Cymfony conducted a comprehensive analysis of both traditional and social media Super Bowl coverage to see how advertisers are maximizing the return on their Super Bowl investment. This webinar will address several key questions including:
- What PR and Word of Mouth (WOM) strategies were successful for generating pre-game coverage and post-game discussion?
- Did brands that revealed their ads online before the 2008 game generate more post-game discussion than those that didn’t?
- What is the relationship between traditional media and consumer discussion?
- Is it just people in the advertising business talking or are actual consumers discussing the Super Bowl ads?
- How do Super Bowl advertisers get the right consumer groups talking about their ad? What are “best practice” examples of how 2008 Super Bowl advertisers?
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.