NeuroMarketing 2.0 Forum

How Advertising Works Today: NeuroMarketing 2.0 and Beyond

As consumers and markets change rapidly and present new challenges to marketers, advertisers will benefit greatly from two potential breakthroughs in advertising research:

1. a new portfolio of measures that includes the best of the neuroscience/implicit and traditional approaches and that predicts/explains variation in the impact of specific advertising creative on sales (short-term + long-term), and  
2. a unifying framework that explains how advertising really works in the mind of the consumer and, thereby, helps advertisers and agencies develop better creative. 

But which measures should be included in this portfolio? The answer to this question will be the subject of How Advertising Works Today: Neuro 2.0 and Beyond. We are developing an exciting approach that combines:

1. rigorous trials of advertising research technologies/approaches by academic centers who have deep expertise,
2. leading-edge econometric analysis of sales and advertising effects,
3. opt-in participation by interested vendors, and
4. the development of a working model for advertising effectiveness—the 21^st Century’s successor to the AIDA model.

Find out from Dr. Joel Weinberger of Implicit Strategies and Adelphi University why measures of the unconscious are absolutely essential elements of the advertising research portfolio today. Learn from Dr Angelika Dimoka, Director of the Center for Neural Decision Making at Temple University, about how large-scale neuroscience studies are done and hear an expert's perspective on the gaps today between academic and practitioner research in this growing field. Finally, learn about the ARF's exciting new initiative "Neuro 2.0: How Advertising Works Today" and about opportunities to sponsor/participate in it; this breakthrough project will evaluate the predictive validity of both neuroscience and traditional advertising research approaches.  

Please mark the date on your calendar.  We look forward to seeing you at the Neuro 2.0 Forum.

Featured Speakers 
Dr. Angelika Dimoka – Director of the Center, Neural Decision Making, Temple University
Joel Weinberger – Partner, Implicit Strategies

Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)

Continuing our groundbreaking NeuroStandards Collaboration Project launched at last year’s Advertising Week, we will present new insights focusing on how to best use neuromarketing research to generate valuable, valid insights.

Featuring:

• Horst Stipp - EVP, Global Business Strategy, The ARF
• Robert Woodard - EVP, Advertising Effectiveness, The ARF

Agenda

9:00–9:30 AM
Registration

9:30–9:40 AM
Welcome and Opening Remarks
David Marans – EVP, Media, The ARF
Zena M Pagán – Forums and Ogilvy Awards Manager

9:40–10:30 AM
Horst Stipp – EVP, Global Business Strategy, The ARF
Robert Woodard – EVP, Advertising Effectiveness, The ARF

10:30–10:55 AM
Open Discussion and Q&A

10:55–11:00 AM
Closing Remarks
Horst Stipp – EVP, Global Business Strategy, The ARF

What are the key ingredients to brand advertising effectiveness online? During this high-impact webinar, you'll hear from the marketers that are leading the digital branding revolution as they talk about why online is a critical medium and how they are leveraging it effectively to meeting their primary branding objectives. Creative, media, and modeling strategies will be explored, as well as best practices in measuring audience and brand performance through today's cutting edge technologies. Join us for this interactive panel, as our host interviews our star chef's and encourages them to reveal their award-winning recipes!