The topical issue of Return On Investment will be the central topic at the 2003 Advertising Effective Symposium in Frankfurt this June.
Hot on the heels of ZenithOptimedia claiming ROI as a core principle, the two conferences, Effective Communications and Advertising Effectiveness, will take a fresh look at the issues.
According to the organisers: “The notion of spending one’s way out a recession is intuitively correct. But the unfortunate fact is that most advertisers are unwilling to take the risk. Good evidence can be brought to bear on this subject, and this should serve to strengthen advertisers’ resolve.”
The advertising conference, to be chaired by Colin McDonald, will include lectures from the chief executive of Billet Marketing Sciences, David Bridges and managing director of ACNeilsen, Jean-Jacques Vandenheede.
The communication conference will address issues surrounding media research and ROI and will be chaired by Sheila Byfield, head of consumer insight at Mindshare Worldwide. Lynne Robinson, research director of the IPA, will be answering the question: “Can industry research keep pace with the ever changing media landscape?” The conference will also see Frank Harrison, from Zenith Optimedia, discussing the findings of the MediaDNA survey.
The conference is designed to tackle the increasing need of the industry to respond to advertisers’ demands about making communication more accountable. The organisers state: “Sophisticated techniques need to be developed to identify the return on investment represented by a wide range of communications operations. This may well suggest a closer relationship between media research and market research.”
Charlie Makin, Chief Operating Officer at BLM Group, has argued that the increasing popularity of ROI is more to do with media agencies seeking to move up the food chain than about a genuine desire to provide greater accountability to clients (see NewsLine Column: ROI: Another Buzzword Bandwagon?).
Further details of the 2003 European Communications and Advertising Symposium’s can be obtained from Mike Sainsbury on 01822 618 628
www.asi.eu.com
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