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Advertising Research Foundation 2011 Annual Convention Recap
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Advertising Research Foundation 2011 Annual Convention Recap

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A recap of The Advertising Research Foundation's (ARF) annual convention, re:think 2011. Presentation was given by Geoffrey Precourt, U.S. Editor-WARC, Editor-in-Chief-Journal of Advertising Research …

A recap of The Advertising Research Foundation's (ARF) annual convention, re:think 2011. Presentation was given by Geoffrey Precourt, U.S. Editor-WARC, Editor-in-Chief-Journal of Advertising Research & Douglas West, Professor of Marketing-University of London, Executive Editor-Journal of Advertising Research.

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  • 1. A Look Back Over the LastThree DaysGeoffrey Precourt Douglas WestU.S. Editor Professor of MarketingWARC University of LondonEditor-in-Chief Executive EditorJournal of Advertising Research Journal of Advertising Research
  • 2. Monday March 21st• “25 years ago 2 mobiles for 1000 people, today 2000 phones for every 1000 people in the world”• “Online research is often like combat fishing in Alaska during the salmon season”• “Research is not about providing insights, it’s about provoking transformation”• “If you don’t like change you are going to like irrelevance even less”• “Research has moved from observer, measurer and integrator to navigator and reputation guardian”
  • 3. Monday March 21st• “I would kill the notion of impressions as a meaningful measure, I am more focused on expressions”• “Market research is like a lego box. We’re now less focused on the bricks and more focused on building”• “The harder you work on the business strategy the easier everything else is”• “Apple = simplicity”• “Nothing communicates more meaning than a 30 second TV spot”
  • 4. Tuesday March 22nd• “I’ll have what she’s having”• “I’d love to tell you the way to solve every problem is to take a very long warm shower”• “FourSquare puts small business advertising in the hands of customers”• “Whatever media you use, it doesn’t matter without great creative”• “FourSquare and Groupon wouldn’t exist if we were all individual in our choices”
  • 5. Tuesday March 22nd• Four revenue models: – Sell a device or product (e.g. Apple) – Sell a service or content (Film industry) – Revenue from advertising (Television) – Revenue from donations (PBS, Wikipedia)• “Age is a poor surrogate for purchase behavior”• “There is no M = MC squared equation”• “People say no … then they do yes”
  • 6. Tuesday March 22nd• Sir Martin Sorrell – opportunities for the industry• Shortage of Talent – “criminal neglect” of developing talent across advertising and marketing industry• The Web – “disintermediating” legacy businesses
  • 7. Wednesday March 23rd• “We have become a nation of numbers”• “Melting pot – salad bowl – parfait”• “Randomized trials are the gold standard”