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Reflecting the maturity of Engagement from an R&D effort to an ARF council, the newly ARF Engagement Council will provide input into the research initiative and a forum for reporting/evaluating the findings. The actual planning and oversight of the study will be led by a group of 12-16 sponsors. We expect the study sponsors to include: Valassis, the United States Postal Service (USPS), the Direct Marketing Association, a small group of advertisers, retailers, agencies, and publishers and a few research companies.
Determine how much adding an Engagement focus improves impact of direct marketing pieces.
Study a wide variety of product and service categories (packaged goods, quick-service restaurants, drug stores, financial services, electronics, retail, etc.) over a range of advertising types: Ritual (ordering pizza, grocery shopping, etc.); Reminder (oil change, dental visit, etc.); Research (television, computer, furniture, etc.). The study would include several Engagement measures and multiple methods of integrating and applying Engagement measurement.
Consortium representatives from 12-16 sponsor firms will identify issues to be addressed. ARF will translate issues into a draft research plan. Consortium members will recommend revisions, if needed; then the final plan will be distributed to consortium companies for implementation in a dozen-plus separate campaigns. Each campaign will be assessed and reported in accordance with plan to the Consortium membership. ARF experts will conduct meta-analysis and develop a comprehensive report integrating learning from all campaigns.
Report on Unleashing the Power of Direct Marketing through Engagement including:
Accelerated learning on how to maximize new marketing applications of Engagement to jointly achieve brand building and brand activation.
12- 18 months: