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Upcoming WebcastsDetails of the next Webcast will be posted shortly. If you have any questions or would like to host a Webcast, please contact Kelly McSorley at email@example.com.
Date: Wednesday, December 11, 2013
Time: 1:00–2:00pm EST
Special Webcast – Free for member and non-members!
Join us on December 11 for a free webcast that will uncover the winning research and strategy behind the Kmart “1000 Mums” campaign. Check out the ad campaign video!
The Kmart (Australia) “1000 Mums” campaign succeeded at one of the toughest communications challenges: Convince the market that a brand’s quality is up while pricing is down.
Post-campaign data shows residual benefit: pre-cognitive emotions driving consumer behavior (quantitatively identified pre-campaign) now reside in the Kmart brand, when they didn’t before “1000s Mums”.
Forethought Research modeling predicted that “1000 Mums” would increase marketshare. In the critically important final quarter (Christmas) of 2011, Kmart increased share, successfully transitioning from high-low pricing to an everyday low-price strategy. Given the payload the campaign carried, Forethought Research concluded that “1000 Mums” was the most successful creative of 200+ spots tested in 2011. Quite simply, a brilliant campaign.
Ken Roberts – CEO, Forethought Research
Date: Wednesday, January 29, 2014
Time: 1:00–2:00pm EST
Historically, if a brand wanted to see how its advertising campaign impacted things like consumers’ purchase intent, brand awareness or brand favorability, it would have to wait weeks or months to conduct expensive survey research. Now with Brand Lift surveys in AdWords, advertisers can use the speed and scale of the web to gain a better, more nuanced understanding of how their campaigns are performing -- results are accurate, occur in real-time, and don’t cost anything extra.
Brand Lift surveys are powered by Google Consumer Surveys, which launched in April 2012 and run across many partner sites, such as NY Daily News, SJ Mercury News, Bloomberg, YouTube and other publishers.
Join this webcast to learn more about Brand Lift surveys and how to start using it to measure your advertising impact.
Paul McDonald – Product Manager, Google Consumer Surveys
"The ARF has really evolved over the last couple of years and become a go-to source for all levels within the organization. We use it to understand client needs, hear fresh ideas and be exposed to a balanced perspective of what are the key trends in the industry and how we as researchers, need to start thinking about these trends and their impact on the research industry - the ‘People Are Talking, Are you Listening?’ the ARF initiated was a perfect example of just such an effort."
Jeni Lee Chapman – Executive Vice President, Harris Interactive