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ARF Convention 2002 | March 28 2002 |
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The annual Advertising Research Forum (ARF) Convention and Research Infoplex 2002 is almost upon us again. Held in New York as in previous years, the event will cover the intriguing topic of 'Consumers at the Helm - The New Marketing Compass' on the 8th to the 10 of April. Kimberley B. Dedeker from Procter & Gamble has been appointed as the chair person for the proceedings. She has outlined how she views the convention this year, suggesting that, in response to current economic upheaval, the consumer has come forth as the new force governing business. More than ever, research is needed to find the direction of consumers' attitudes and expectations. Hence ARF's 2002 convention focuses on this critical modern function, ie in using research to listen to consumers, and to navigate the storms of trade safely. Day one of the programme kicks off with an ARF Smart Seminar, designed to help delegates make effective use of their marketing mix options. The General Session will be opened by Sir Martin Sorrell, sharing insights on how he propelled the WPP Group to its leading position within advertising and marketing services. Later on during the Monday, ARF Key Issues Forums will provide guidance on 'Maximising Your Company's Marketing ROI', 'Making Better Media Decisions through Value Weighting', and 'Using Innovative Techniques to Assess the Consumer Pulse'. Following these sessions, a number of high-profile companies are set to present the latest research tools and techniques they have developed. Day two starts with presentations from the Ogilvy award finalists, discussing their winning ad campaigns and revealing how research helped the to deliver effective advertising. Simon Broadbent, winner of the 2001 Michael J. Naples Leadership Award will then address why 'Advertising Is More than a Quick Fix,' followed by ARF unveiling the results of a new study taking a close look at the inside workings of the Research Business. Following the morning session, the presentations will then turn to how research tracks the attitudes and behaviours of today's consumers. At the luncheon, Gerald S. Hobbs, will look at today's business world from his perspective as Chairman and CEO of VNU. After this, ARF Key Issues Forums will run throughout the afternoon, including speeches from MSI sharing key insights on managing brands and customers, QRCA discussing 'The New Normal' and how consumers react in uncertain times; and the third forum on the increasing importance of Local Media. Wednesday's programme commences with another three important ARF Key Issues Forums. In the first, industry experts will offer their insight into whether online marketing and off-line purchase behaviour can be tallied. The second forum will look at how the new 360-degree media planning helps integrate a company's message into consumers' environment. Lastly, the final sessions will discuss how the bottom line escalates in today's economy, along with a paper on how one can demonstrate the ROI of MR in practical terms. Simple printable version of this article. Email this article to a friend.
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