WARC Media Research Conference 2006



Andrew Green and James Aitchison reported direct from Warc's Media Research Conference, London, on Thursday November 23 2006.

-----------------------------------------------------------

Afternoon session: engagement, the long media tail & panel discussion
Andrew Green
London, Fri Nov 24, 11:14


Changing the rules of engagement

Wayne Arnold from Profero claimed the advertising industry was many years behind the consumer and needed to buck up its act. In short, it needs to ‘change the rules of engagement.’

In the new environment, everything is digital, interactive and out of the marketer’s control. As such, marketers need to get a handle on three elements of how consumers engage with brand marketing: the time they will spend reading or focusing on the message, how they interact with it and the influence and role of word of mouth after it



To view this conference report in full you need a Warc subscription. Subscribers can log-in now.







Media Research reporters

Andrew Green

Director of Strategic Insights,
Zenith Optimedia.




James Aitchison

Editor of Warc







 home  •  subscribe  •  free trial  •  contact us  •  warc mobile  •    ©2009 Copyright and Database Rights owned by Warc
  |    |