| |
Using Ad Research Effectively
This week sees the 4th Annual Advertising Research seminar organised by WARC to be held in London on September 27th. The event aims to cover how advertising research can be used to the most effective end.
The growing sophistication of the consumer and ongoing advances in technology mean that advertising techniques are rapidly changing. It is essential that existing advertising research methods keep up with these changes and that research techniques remain at the cutting edge to ensure every campaign is monitored effectively and accurately.
The seminar covers all aspects of current advertising research, including the role of research and the value of different tools and techniques.
- Why is pre-testing used as a research method, and what benefits can it bring to the campaign?
- To what extent is pre-testing being replaced with more up-to-date methods?
- What is the true value of qualitative research, and how can it be used to understand the consumer?
- What are the benefits of combining qualitative and quantitative research methods?
- How can tracking contribute to measuring campaign effectiveness?
- How can data fusion techniques be applied to best understand the consumer?
The impressive range of speakers includes:
- Hamish Pringle, Director General of IPA
- Bill Pegram, Chairman of Pegram Walters.
- Helen Lythgoe and Deborah McCrudden, Director Research Business International.
- Sue Burden, European Research Manager at Mars.
- Mike Hall, Chief Executive at Hall & Partners.
- Neil Sharman, Senior Advertising Planner at News International.
- Warwick Cairns, Board Account Planner at Abbott Mead Vickers BBDO.
- Nick Barham , Digital Media Planner at Bartle Bogle Hegarty.
For further information, visit www.warc.com
|
