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Warc Measuring Advertising Performance 2012

London, 27-28 March 2012
Communications planning, measurement and accountability: MAP focuses on themes crucial to marketing measurement.

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A report from the second day of Measuring Advertising Performance 2012, an event organised by Warc. Prevailing themes from the day's presentations include: that effective research increasingly involves layering new methods based in neuroscience over traditional techniques, giving brands deeper functional and emotional insights; that the proliferation of research tools makes having clear objectives more important than ever; and that relationships are the key to effectiveness in a complex world.

Article

A report from the first day of Measuring Advertising Performance 2012, an event organised by Warc. Prevailing themes from the day's presentations include: that researchers must go beyond number-crunching and also take qualitative insights into account; that creative ads boost sales more than functional ads – and this is even more true in Asia than elsewhere; and that new market research tools – from neuroscience to online panels to social listening – must be used judiciously for best results.