Warc Advertising Research 2010

Summary
This presentation from Warc's Future of Advertising Research Conference 2010 takes a different look at advertising effectiveness metrics. It suggests a methodology of recreating the debates about brands that already exist on the web and feeding them into online communities, from which trends, risks and new ideas can be identified.

Summary
This presentation by Stephen Phillips, Spring Research, was given at the Warc conference about The Future of Advertising Research. It analyses the effect of emotion used in marketing campaigns and shows that rational benefits can also have emotional effects. Analysis of UK IPA Effectiveness Awards winners was conducted to show the business effects of emotional campaigns, while many advertisements that spread virally are not shown to be persuasive.

Summary
This Virtual Surveys presentation discusses researching advertising on new platforms such as social media. Brands are advised to set their strategic plans before even entering the social media space, to concentrate on delivering great content and to prioritise monitoring and responding to online buzz. Correctly measuring ROI remains problematic, but approaches are being developed. Some brands have used online communities recruited through Facebook. Examples of some UK brands are provided.

Summary
This presentation by Graham Page of Millward Brown, was given at the Warc conference about The Future of Advertising Research. He discusses the use and issues of neuroscience applied to marketing, suggesting appropriate questions to ask when considering it. Which techniques are best include implicit association measurement, eye tracking and brainwave measurement and how they are applied is demonstrated. The Coca-Cola 'Quest' is given as an example.

Summary
This presentation explores behavioural economics. Concepts highlighted include obliquity, arbitrary coherence and the myth of preference.

Summary
This presentation from Warc's 2010 Future of Advertising Research Conference looks at researching the impact of social media in a real-time format. It includes seven pointers for a successful strategy.

Summary
This presentation explores measurement, media mix optimisation and ROI calculation in integrated advertising, and posits Synovate's m360 Platform as a good solution, illustrated by data from the United States. People looking to launch integrated campaigns are searching for new solutions to getting the mix right, as the advent of digital media has made things more complicated due to increasingly fragmented media consumption. The platform has two components: marketing mix modelling and cross media analysis.

Summary
This presentation by Dr Carl Marci of Innerscope Research, was given at the Warc conference about The Future of Advertising Research. It covers the use of biometric brainwave measurement in marketing, how it works and how it should be applied. Examples of the cognitive and emotional impact of print and interactive media, shopper experience and multi-platform models are presented.

Summary
This report covers the main sessions and themes from Warc's Future of Advertising Research conference. It includes morning discussions on social media measurement and ROI (based on presentations from Facebook and Trufflenet) as well as pretesting (presented by Ipsos-ASI). Afternoon coverage includes behavioural economics (by IPA consultant Nick Southgate) and neuroscience (presented by Millward Brown).