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MPA CareerTrack 2005
A New Program Developed by Industry Leaders
Using Research Effectively |
SessionOne
The Practical Use of Media Research for Advertising Sales
SessionTwo
How to Make the Most of Niche Research Studies...
Who should attend
Those recently embarked on a magazine research career or ad sales and marketing staff wanting to know more about how to effectively use media research to sell advertising.
Registration fees include networking, meals, and course materials.
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MPA MEMBERS |
NONMEMBERS |
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Individual |
Group* |
Vouchers |
Individual |
Group* |
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May 3, 2005
Per Person/Per Session |
$195 |
$175 |
2 |
$295 |
$275 |
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May 17, 2005
Per Person/Per Session |
$295 |
$245 |
3 |
$495 |
$445 |
*Group of 2 or more must register at the same time and be employed by the same company.
SessionOne
Tuesday, May 3
The Practical Use of Media Research for Advertising Sales
Time: 9:00 am - 12:30 pm
Location: MPA Conference Center, 810 7th Ave. (b/w 52nd & 53rd St.), 24th Fl., NYC |
Have you ever wondered, "How can I...
...understand media research tools and their use more completely?"
...make all the media research data available work harder and smarter?"
...more effectively express our competitive points of difference?"
...use research more effectively to support selling more ad business?"
By attending this initial session in the Using Research Effectively CareerTrack, you'll gain a greater understanding of the media research tools availableand most importantly, a discussion of the practical use of research data to support your ad sales activities.
You'll learn key terminology and practical applications of the information in this understandable media research primer, including:
- How various research studies define a "Reader"
- A hands-on demonstration of the actual magazine readership portion of the MRI-syndicated research study from which you can actually see how a Reader actually becomes one
- A quick summary of U.S. readership studies, including an overview of the most important elements of their methodology; along with an overview of their strengths and limitations
- The basics of media research, including composition, coverage, CPM, and other key terms and how to use them
- The basics of the agency media planning process - and why they do what they do with the same data you us - including a review of the RFP process and how to handle responding to them more effectively
- The strengths and misuses of various data, including when and when not to use research data to support you selling efforts
- A brief review of some of the current topics of discussion in media research to help you know how they can help your ad sales support efforts
We'll also feature an interactive session with special guest speaker Lancey Heyman of MediaMark Research (MRI), who will provide an overview of MRI, the most dominant study in use for media planning and ad sales, including a look at a videotape of an actual MRI interview. Come learn how to apply research to help your publication.
Speakers: Steve Douglas, EVP, Research, DJG Marketing and Lancey Heyman of MediaMark Research (MRI)
Click here to register online for "The Practical Use of Media Research for Ad Sales"
Click here for a .pdf of the registration form for "The Practical Use of Media Research for Ad Sales"
SessionTwo
Tuesday, May 17
How to Make the Most of Niche Research Studies...
...and Other Research Tools Used by Magazines and Ad Agencies
Time: 9:00 am - 2:00 pm
Location: MPA Conference Center, 810 7th Ave. (b/w 52nd & 53rd St.), 24th Fl., NYC |
Are these categories or topics important to your magazine?
- Affluent Americans
- Drugs & Remedies
- Computers & Technology
- Business Decision Makers and Thought & Opinion Leaders
- Reader Involvement and the Bond have they with your Magazine
By attending this second session in the MPA Research CareerTrack series, you will gain a greater understanding of the key niche / specialty media research tools available to help you generate more business for your magazine.
You will see brief, but informative presentations from senior executives from each of the industrys leading niche research services, including:
Mendelsohn Affluent Survey (MMR) the definitive survey of Affluent Americans (those making $75,000+); reporting on the demographic and lifestyle characteristics and the media behavior of the top 24% of affluent Americans (who represent over 50% of the countries wealth) ... A truly unique market unto itself. Caren Sherman, Vice President, Mendelsohn Media Research
MARS the ground-breaking survey of the pharmaceutical category and healthcare attitudes; developed and designed in concert with major drug companies and their ad agencies to address their very specific information needs. It has fast become a major currency in media planning and buying in this, the 2nd largest of all ad categories.
Lindsay Draves, Vice President, MARS (Kantar Media Research)
IntelliQuest CIMS now in its 11th year, it is acknowledged as the primary database measuring technology purchase influencers, and is used by most clients and ad agencies in the Computer / Software and IT categories. IQ CIMS is actually two studies, a Business Influencer and a Home Influencer study, each to be discussed.
Donna Den Braven, VP, Client Development, Millward Brown IntelliQuest
Erdos & Morgan produces syndicated studies surveying Opinion Leaders, Purchase Influence in American Business and The Worldwide Professional Investment Community each with targeted focus on market segments such as Thought Leaders, Business Leaders and Investment firms.
Nick Ferrari, President, Erdos & Morgan
Simmons Integrated Marketing Solutions is a leading provider of consumer product purchase, media usage behavior, including demographic, psychographic, lifestyle and attitudinal descriptors. In the news recently, Simmons was recently acquired by leading information solutions company, Experian, and has signed on The New Yorker for use of its National Consumer Survey and Tipping Point Segmentation system.
Ellen Romer, Sr. Vice President, Simmons (an Experian Company)
Affinity produces marketing and research solutions, including advertising effectiveness studies for magazine marketers through the use of its VISTA Print Effectiveness Tracking Service. Much of their information is being used to better understand reader involvement in print advertising. Affinity also offers print advertising pre-testing, competitive campaign analysis for ad agencies.
Marianne Grogan, Managing Director, Affinity Research
Publication Readership Satisfaction Survey (PReSS) A new survey of consumers impressions of magazines and national newspapers, being fielded and marketed by Mendelsohn Media Research. Key metrics of the survey will be respondents rating of publications attributes, such as overall rating, looking forward to reading, enjoyability, authoritativeness, reactions to advertising, along with personal interest areas, product use and demographics.
Robert Shullman, Sr. Vice President, PReSS (Mendelsohn Media Research)
Come learn how to apply research to help your publication.
Moderator: Steve Douglas, EVP, Research, DJG Marketing
Click here to register online for "Niche Research Studies"
Click here for a .pdf of the registration form for "Niche Research Studies" |
