Thursday, December 6, 2012
8:30am – 5:30pm
ARF Office: 432 Park Ave. South (b/t 29th & 30th), NYC

Principles of Advertising Research: Using Research to Build Effective Advertising Campaigns

A foundational course designed to develop expertise in all aspects of the advertising research process. The course will cover:

• Building an Effective Advertising Strategy
• Translating Advertising Objectives into Research Plans
• Pre-Testing Creative Execution
• Media Measurement and Media Use Trends
• Assessing In-Market Performance: Tracking and Post-Testing
• Evaluating Advertising ROI
• Winning Hearts and Minds: Presenting Your Results

Lunch is included, and attendees are invited to a networking reception directly following the course.

Speakers include:

Kevin Clark – President and Founder, Content Evolution; CEO and Co-founder of EduPresence
Glenn Enoch – Vice President, Integrated Media Research, ESPN, Inc.
Jim Forrest, Ph.D. – SVP, Digital Strategy, Ipsos ASI
Larry Friedman – Chief Research Officer, TNS North America
Don Gloeckler – EVP, Chief Research Officer, ARF
David Marans – EVP, Media, ARF
Bill Pink – Senior Partner, Client Solutions, Millward Brown
Don Sexton – Academic Director, ARF; Professor of Marketing and Decisions, Risk, and Operations, and Faculty Director, Center for International Business Education and Research, Columbia University
Horst Stipp – EVP, Global Business Strategy, ARF