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Measurement of Return of Marketing Investment
 

Measurement of Return of Marketing Investment

ARF Members: FREE
Non-Members: $199.00

After registering you will receive an e-mail with a link and password to view the recorded event.

Recorded Date:
Wednesday, June 27, 2012
12:00•12:30pm

Return of marketing investment (ROMI) is one the most important concerns faced by today’s managers. It has always been a goal to maximize the profit from the investment of different resources. So, every investment should be made on the proper project, at the proper time, and through the proper channel. Thus, it is also very important to calculate or measure every return from the expenditure. But the task of measuring the marketing return or marketing effectiveness of an investment is very difficult and complex. This complexity increases when it is a case to measure intangible returns. ROMI literature deals with short run and long run effects separately. Short run effects are mostly on sales and long run effects are non-financial, especially on brand image. During this presentation Dr. Nag will discuss his study, which integrated the short run and long run effects to provide an overall index. He will also analyze the ROMI in the medium run.

Presenter: Pinaki Dasgupta • Associate Professor, Indian Institute of Foreign Trade
Dr. Biswajit Nag • Associate Professor, Indian Institute of Foreign Trade

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People + Social Media Joint Forum
 

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Social Media Week
 

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Social Media Week
 
Calculating Social Media ROI
Recorded Date: February 21, 2013

Speakers:
Robin Opie - SVP, Product and Analytics, Datalogix
Craig Stacey - Director of Research, Center for Measurable Marketing, NYU

After registering you will receive an e-mail with a link and password to view the recorded event.


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Social Media Week
 

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People + Social Media Joint Forum
 

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People + Social Media Joint Forum
 

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People + Social Media Joint Forum
 
Social Media and Multicultural Consumers
Recorded Date: Thursday October 6, 2011 during Advertising Week 2011

Speakers:
Jennifer Batchelor - Social Media Strategist, Zubi Advertising
David Burgos - Vice President, Client Service, Millward Brown
Tania Cameron - Senior Manager CRM, Kraft Foods
Jason Crain - Direct Sales, Account Manager, Google
Jon Gibs - SVP Analytics and Insight, Nielsen
Adam Lavelle - iCrossing
Lisa Mabe - Founder | Principal, Hewar Social Communication

After your order is placed you will receive an e-mail with a link and password to view the recorded event.

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ARF Cross Industry Insider Winter 2009
No Image

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ARF Cross Industry Insider
No Image

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Using Neuromarketing to Increase Ad Effectiveness
 
Uncovering Emotion: Using Neuromarketing to Increase Ad Effectiveness
by Dr. Horst Stipp and Robert P. Woodard

This white paper details the process and findings of the NeuroStandards Collaboration Project. This ARF initiative brought objective, scientific evaluation to the burgeoning industry now known as "Neuromarketing" and provides a valuable framework for advertisers to use when considering neuromarketing technologies such as biometrics, EEG, fMRI, and Facial Coding.

Member price: $ 0.00
Non-member price: $ 499.00

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On the Road to a New Effectiveness Model -electronic version
 
(electronic version)
The learning summarized in On the Road to a New Effectiveness Model: Measuring Emotional Responses to Television Advertising, is based on the study of 33 television ads selected from a dozen consumer product/service categories by planning directors at AAAA's agencies. All the campaigns were judged to have created market impact. In each category at least one ad was judged to be predominantly a "story-telling" ad and one was judged to be predominantly a product or service feature-focused ad with an argument for its value. The white paper contains five key findings, ultimately demonstrating that the story-telling ads generate effectiveness by engagement, rather than by repetition or tonnage.

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Non-member price: $ 129.00

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Three Birds, One Stone: Google Consumer Surveys
 

Three Birds, One Stone: Google Consumer Surveys

ARF Members: FREE
Non-Members: FREE

After registering you will receive an e-mail with a link and password to view the recorded event.

Recorded Date:
Tuesday, May 15, 2012
9:30-11:00am EASTERN

Launched to the public in March, Google Consumer Surveys provides an efficient method for conducting online consumer research that employs a unique model built around an ecosystem of Researchers, Publishers, and Consumers. Come learn about the product and survey methodology, and hear examples of how companies have leveraged Google Consumer Surveys to help make business decisions with their customers' preferences and opinions in mind.

Presented by:
Monica Plaza & Jon Sadow - Business Development, Google Consumer Surveys

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Pharma Marketing: State of the Industry in 2011
 

Pharma Marketing: State of the Industry in 2011

Registration Fees:
ARF Members: FREE
Non-Members: FREE

After registering you will receive an e-mail with a link and password to view the recorded event.

Recorded Date:
October 26, 2011
12:00-1:00pm EASTERN

The webcast is a state-of-the-industry package on trends in pharma marketing. It's been about 15 years since DTC advertising restrictions were loosened and the marketing of prescription drugs went from $0 to a $4 billion industry. We'll look at the advertising and marketing trends over the past few years, where are we now, and what the future might hold, including:
- healthcare reform and its potential impact
- pharmaceutical advertising trends and marketing on the web and in social media
- the rise of retail pharmacies in the marketing chain

Presented by:
Beth Snyder Bulik - Reporter, Advertising Age
Richard Fielding - Chief Client Officer, Kantar Media North America

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