September 2010 speaker

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Presentation: "Advertising Clairvoyance - predicting emotional attachment, persuasiveness and sales"

Wouldn’t it be great if you knew before you spend half a million dollars on your new campaign whether or not the campaign will be successful? Wouldn’t it be great if you knew that the creative execution you chose was the best among your options? Assessing the effectiveness of advertising is usually limited to post campaign analyses, that look at reach and conversion and either tell you that the campaign did work or that did not work. Either way, advertisers have no idea what went wrong or what went right, which makes optimization for the next campaign a long iterative process based on a lot of guesswork. It does not have to be that way! It is an open secret that the world's most sophisticated advertisers have long been using a method known as ‘creative testing’ which allows them to know beforehand whether a creative will be effective in changing perceptions, creating an emotional bond and driving desired behaviors. Pharma, automotive and finance are now jumping on the band wagon, too. ‘Creative testing’ measuring techniques are lifesavers in an industry where creative agencies have been reigning freely and often favored egomanical artistic executions over actual effectiveness. ars comScore’s Ashley Grace will introduce you to the brave new world of Advertising Clairvoyance where the work of creative agencies can be measured and where branding and sales success can be accurately predicted. Ashley will talk about his experience with past successful campaigns and reveal (some of) the methodology that makes it all possible.

About the Speaker

At ars comScore Ashley helps leading marketers to maximize their advertising investments.  He played key roles in three David F. Ogilvy Award winning campaigns and led the ars comScore charge into the pharmaceutical, retail, and entertainment advertising landscape.  Ashley’s experience outside ars comScore includes custom research for high-end analytic solutions (at Knowledge Networks), brand equity tracking for P&G (at TNS).

Luncheon Details
Topic: “Advertising Clairvoyance - predicting emotional attachment, persuasiveness and sales"
Speaker: Ashley Grace
Date/Time: September 16, 2010 11:30am - 1:30pm
Location: The Lake Union Café; 3119 Eastlake Avenue East
http://www.pugetsoundresearchforum.org/new_luncheon_location.asp

Click below to register for the September 16 luncheon:
For Luncheon Reservations Register Online

 

 

 

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