“Marketing and Media Effectiveness”

September 22 – 25, 2003
Crowne Plaza Times Square, New York
• Introduction
• WOW Topics and Dates
• Call for Synopses
• Timetable
• Venue and Hotel Accommodation
• Sponsorship and Exhibition
• Contact information

Introduction
Marketing ROI has moved from being the hot topic du jour to a requirement of almost every marketing campaign. Because of the contributions of skilled researchers, new modeling techniques, and new measurement tools, marketers can be more creative with plans and new ideas, assured that a payback can be assessed. This applies to multimedia campaigns, new or specialized targets, growing industries (pharmaceuticals), local media measurement, and all forms of advertising.

With “Marketing and Media Effectiveness” as its theme, the 6th Annual The ARF Week of Workshops (WOW) seeks to uncover cases and new research that will enable marketers to create, measure, and assess more effective campaigns. Joint presentations with clients are encouraged and recommended as the ideal method to demonstrate this. Expanding on our most popular workshop subjects, we are pleased to announce new workshops in these important areas:

• Pharmaceutical Marketing and Research
• Specialized Markets (Youth, Multicultural)
• Web Effectiveness
• Local Media Measurement
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WOW Topics and Dates
September 22 Qualitative Research Pharmaceutical Research
September 23 Advertising Effectiveness Specialized Markets
September 24 Web Effectiveness Mixed Media Strategies
September 25 Marketing ROI Local Media Measurement
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Call for Synopses
Below is a list of topic areas to be covered in each workshop. Please indicate which WOW topic your submission is intended for.

Qualitative Research
Consumer Trends
Trend spotting and analysis techniques
Acting on trends in a timely manner (cases)
The effect of population trends (increases in ethnic population) on qualitative research
How changing lifestyle trends effect qualitative research

International
Mixing domestic and international groups
Making research actionable across countries/cultures
Research considerations in foreign markets

Online
Using qualitative research to design/improve/evaluate web sites
How to effectively use online bulletin boards
Applications of offline techniques online
Case study comparisons between online and offline

Analyzing Qualitative Research
Debriefing: the value of the debrief; how to make it more actionable
Integrating client point of view

New Tools and Techniques for Qualitative Research
Mining qualitative data to gain insights later ‘tested’ in a group
New approaches to recruiting
New ways of collecting information in a group
Several iterations of qualitative followed by qualitative

Innovations in Qualitative Methodology
Empathic research

Program Committee
Judith Langer, Senior VP, Langer Division, Roper Starch
Johanna Shapira, Partner, Senior Account Planner, Ogilvy & Mather
Top | Wow Topics and Dates

Pharmaceutical Research
Return on Marketing Investment
Evaluating DTC efforts through marketing mix models
Teasing out the effects of consumer-directed vs. physician-directed efforts
Do synergistic effects among marketing activities exist in the pharmaceutical industry?
(provide examples)

Segmentation
New segmentaion approaches and examples of how they work for brands
The role of segmentaion in launching a new brand
Cases illustrating segmentaion by: behavior; attitude towards product/competitors brands; therapeutic philosophy

Online
Using online research to collect information from consumers/physicians
Using the online medium to communicate with consumers/physicians
Consumer reactions to web sites of pharmaceutical brands
The role of teh web in desseminating information to consumers

Pharmaceutical Advertising
Uncovering insights and using emotion in advertising creation
Testing and evalutating DTC advertising – do traditional criteria apply?
Consumer reactions to DTC advertising
Testing creative in the early stages
Media optimization
Utilizing multimedia – Using ad tracking data and audience measurement for more efficient decisions

Target Group Sizing
Redefining targets
Identifying potential users

Brand Equity
Building and tracking brand equity for pharmaceuticals

Program Committee
Larry Anderson, Director, Ipsos-NPD
James Masterson, VP, Worldwide Marketing Research, Bristol Myers Squibb
Top | Wow Topics and Dates

Advertising Effectiveness
The presentations in this session will be similar to The ARF David Ogilvy Award case submissions. Therefore, we invite case histories of a research-driven successful ad campaign. Describe your goals and tell us how research led the way to success. Be sure to include how research was used to:
• Demonstrate the ad campaign’s success in achieving its marketing objectives
• Helped shape strategy
• Develop various executions
• Pretest the advertising
• Guide Media exposure.

Program Committee
Bill Cook, Senior VP, Research & Standards, The ARF
Alice Sylvester, Senior VP, FCB Worldwide
Top | Wow Topics and Dates

Specialized Markets
This workshop seeks to address opportunities, problems, and issues that are unique to marketing efforts directed toward non-mass targets. For purposes of this workshop Specialized Markets refers to:
• Youth (Children and teens)
• Multicultural
The program committee invites case histories and papers that address reaching and researching these markets for the purpose of:
-Advertising creation, testing, and refinement
-Launching new products
-How do you test market among these groups?
-Spotting and leveraging trends among these markets
-How do trends in these markets impact the general population?
-Research into leisure time activities, how marketers can use this information
-Accurate measurement in audience measurement studies
-Targeting/repositioning existing products
-Targeting TV shows, publications, web sites
-CRM tools and how they are used for these markets
-Brand tracking
-How do you assess marketing efforts directed towards these groups?
-How is impact on the brand measured?
-How do ‘general market’ advertising efforts impact youth/multicultural marketing efforts?
-Does quantitative and qualitative measurement take acculturation level of ethnic audiences into account
-How do you learn about the level of acculturation in these groups
-Do tracking studies reflect the multicultural breakdown of the nation

Program Committee
Jessica Pantanini, Joint Managing Director, Chief Strategy Officer, Tapestry
Debbie Solomon, Senior Partner, Group Research Director, MindShare
Top | Wow Topics and Dates

Web Effectiveness
How effective is the web for the typical marketer? How can advertisers make the most of the online medium? This first ever ARF session on Web Effectiveness seeks to uncover cases and examples of how the web can be used to effectively and efficiently market to and create a dialog with consumers. The committee seeks cases from a variety of industries, including, but not limited to: packaged goods, consumers services, financial services, retail, online products, durables, etc. Topics sought include:
-The role of web sites/web campaigns in the total marketing campaign
-Tying in online and offline campaigns
-Identifying ROI metrics
-Comparing pricing models in determining true value and ROI
-Measuring the effects of online promotions on offline brands (CPG, etc.)
-The best ways to drive traffic and customers to your web site
-Using traditional media to drive web traffic
-Using the web to drive usage of traditional media (TV, Print, Radio)
-Methods for determining the actual audience profile on sites accepting advertising
-Differences in media placement effectiveness on information vs. entertainment sites
-Evaluating the effectiveness of web marketing campaigns
-Using the web as a CRM tool, successful case studies
-Integrating the web into the CRM suite of tools
-New research on online advertising effectiveness
-Differences in advertising effectiveness in generalist mass audience sites vs. specialized targeted audience sites
-Benefits of online advertising beyond sales
-Smarter web advertising strategies in light of new restrictions (banner and pop-up blockers, etc.)
-Building brand equity online

Program Committee
Jorian Clarke, CEO, SpectraCom
Maritza DiSciullo, Director, Broadband Research, AOL/Time Warner
Top | Wow Topics and Dates

Mixed Media Strategies
Measurement and /or Assessment of Synergistic Effects
-How media work together or with other marketing elements (coupons, promos, discounting, etc.) to increase sales, brand awareness or purchase consideration (repertoire brand)
-What relationship does reach, frequency, and retail exposure (POS) have with marketing effectiveness measures and what does it tell us about multimedia campaigns?
-Can non-main stream media be considered a serious part of the mix if they are not measured to industry-accepted standards?
-Single-source multi-media databases, are they being used effectively by planners, buyers and sellers to build the brand?
-Without quality single source audience and product usage measurement how can outdoor, sponsorships, events, etc. be evaluated within the mix?

Media Planning & Buying
360 degree, media neutral planning. Is it really achievable?
Planning for media convergence. How are media Planners and buyers preparing? Can cross media packages really be evaluated and allocated effectively by brand with today’s data, systems and analysis techniques?
Selling and buying cross platform media packages. How to measure effectiveness for the brand? Who is it working for?

Tools & Techniques
What is their role of multimedia optimizers in today’s media environment in view of the quality of the data they use? (Do they do very precise analysis with very imprecise data?)
Mathematical versus pragmatic solutions -are optimizers any value without media and/or media vehicle and/or ad size weights? Do they make planning or buying more efficient or more effective?

Fusion & Data Integration – putting media and brand currencies together.
Is fusion the key to multi-media planning?
How are the latest fusions being used – their strengths and weaknesses?
Are data integration techniques a serious alternative if fusion is not possible?

Program Committee
Sara Hall, Media Manager, Domino’s Pizza
Leslie Wood, President, LWR, Inc.
Barbara Zack, Senior VP, Director of Communication Insights, PHD Network
Top | Wow Topics and Dates

Marketing ROI
Using Market Response Models to evaluate the Effectiveness and Return on Marketing Investments
Optimizing marketing mix spending across and within the product portfolio, brands, and marketing activities
Advertising and advertising creative/executions
Market response modeling and media planning
Market response modeling and marketing asset management
Promotional creative/executions
Complete marketing creative/executions

Measuring the Impact of Individual Marketing Mix Elements on Sales/Profitability
Advertising
Consumer Promotion
Trade promotion
Pricing
Shelving/Distribution (Packaging, Special Packs)
Product/Halo

Using Decision Support Systems to Enhance Returns on Marketing Investments
Measuring marketing ROI for B-to-B firms – evaluation methods, case studies
Direct to consumer firs with long term commitments – banks, credit cards, long distance providers, Internet providers
Acquisition models – evaluation methods, case studies

Moving Beyond the Short Term Marketing Effects to the Medium and Longer term
Linking non-sales/longer term elements to marketing ROI
Base volume composition
Brand equity (BPI or other models)
Advertising quality
Advertising campaigns over time
Event sponsorship
Charity

Relationship marketing
Evaluating relationship marketing programs
Contrasting the effectiveness with mass marketing approaches
Building retailer and consumer loyalty
Role of relationship marketing in the total program

Program Committee
Robert Mann, Division Manager, Marketing Analytics, Kraft
Craig Stacey, Director, Marketing Science, The Coca-Cola Company
Top | Wow Topics and Dates

Local Media Measurement
Local media expenditures are on the rise. Along with this comes the need for more accurate measurement, and thus more research is being done in this area. New developments in the field of local media measurement will be explored in this session. Topics to be included are:
Case examples of how using local media added to the effectiveness of a national plan
Using only local media in your plan, cases of effectiveness
Latest developments in measuring the audiences and the effectiveness of:
Local TV
Radio Listening
Newspaper readership
Local editions of magazines
Yellow pages effectiveness
Outdoor and out-of-home
Internet (local use)
How are marketers and media planners blending general market and multicultural media into a single view for local marketing efforts

Program Committee
Sara Hall, Media Manager, Domino’s Pizza
Leslie Woods, President, LWR, Inc.
Barbara Zack, Senior VP, Director of Communication Insights, PHD Network
Top | Wow Topics and Dates

Requirements for Synopses
A synopsis should give a clear and detailed picture of the proposed full paper to allow the Program Committee to judge the quality of the proposed contribution. This is to ensure that contributions of sufficient interest and quality will be presented at the Workshop, and to prevent possible worthwhile contributors being refused by the Committee because of inadequate detail. All synopses must arrive at The ARF office no later than April 18 to be considered for the program.

Here are some guidelines to help ensure your outline reflects the quality of your proposed contribution.
• If there is any risk that research will not yield the results foreseen, or not be completed in time for the paper, please indicate this.
• Avoid including any sales pitches in the paper – the only worthwhile P.R. results from papers of a high standard and value.
• Contributions that are innovative, application based and supported by live examples are favored over those that follow the well-trodden path.

In addition, synopses must include the following information
• A title for the porposal
• Name(s), position in company, address, phone/fax and email for all authors
• Which Week of Workshops module the paper is intended for
• Explanation of why the author(s) think the subject will be of interest to attendees
• Specification: method of research and/or techniques(s) used

Selection Policy
The Program Committee will favor:
• Contributions that place emphasis on business and applications and are innovative.
• Contributions of an experiential and evidential nature as opposed to the purely theoretical.

The main selection criteria will be:
• quality of content: novelty, originality, creativity
• case studies (joint supplier/user presentations)
• user presentations
• marketing applications
The paper must not have been published or presented elsewhere.

Outlines should be as specific as possible and explain why the author thinks the subject will be of interest to the audience.

Policy for speakers
For each written paper accepted, The ARF will waive one registration fee. If there is more than one speaker, it is their responsibility to decide how the waiver is attributed or split. In order to encourage user participation in the program, The ARF will waived both registration fees for any provider/user paper (up to a maximum of two speakers per paper). Research users are defined as advertisers, advertising/media buying agencies, and media companies.
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Timetable
April 23: Synopses to be received by The ARF
End of May: Comments to authors on acceptance
July 15: Full papers due
September 1: Slides due (Powerpoint)
September 22-25: The ARF Week of Workshops
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Venue and Hotel Accommodation
The 2003 ARF Week of Workshops will be held at the Crowne Plaza Times Square in New York. Hotel registration information will be available online shortly.
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Sponsorship and Exhibition
Have a new product coming out? Just completed an exciting study? Trying to get that research software into the market? Or simply looking for an opportunity to remind the industry that it needs your product or service. The ARF Week of Workshops attracts more than 600 decision-makers. For more information on becoming an exhibitor, breakfast presenter, or conference sponsor, contact Enid Roach [email protected] to discuss the full range of opportunities.
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Contact
Address Synopses to:
Ajay Durani
The ARF
[email protected]

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