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The Canadian Advertising Research Foundation is a non-profit organization whose prime focus is advertising, communications and media research. CARF sets standards for research, promotes Canadian expertise and provides a forum for industry issues.

ABOUT CARF
MEMBERS AREA

 

January 2012
CARF Update

The January 2012 CARF Update features another timely selection of informative papers on topics of special interest to marketers, researchers and advertisers.

This month's focus ranges from Twitter marketing and issues of perception, image consciousness and cool factor in the youth market, to strategizing and measuring marketing performance, the psychology and ideology of consumer cynicism, and marketing technology to business.

January articles include:
the importance of strategic consistency in Twitter marketing; gauging global perceptions of coolness for Gen Y; spending, image consciousness and credit card usage in the youth market; strategies for entrepreneurial marketing; identifying metric standards for marketing performance; coping with defensive and offensive consumer cynicism; segmenting B2B technology markets for better strategies.

Click here for details of this month's update. Member password required to read full articles online..

 

Why Join CARF?

Benefits of membership include a regular CARF newsletter, with access to in-depth studies of issues vital to the industry, access to detailed research reports and analysis and much more.
How to join >>

A Forum for the Industry

CARF conferences, seminars and workshops provide leading edge updates on advertising measurement, research and applications. With subjects ranging from consumer demographics, attitudes and behaviour to media survey techniques and findings and advertising strategies, CARF conferences and seminars feature blue ribbon speakers from Canada and around the world, dealing with emerging media and advertising research issues that are timely, relevant and of immediate interest to the industry. Find out more >>

CARF News

CARF has a new board of directors.
Read the press release >>


New CARF Board of Directors

FOR IMMEDIATE RELEASE
TORONTO, March 18, 2011

In order to better serve the advertising, communications and media research industries the Canadian Advertising Research Foundation has seated a new Board of Directors. This Board is comprised of energized representatives, all with varied backgrounds and interests in research. Their commitment to the CARF mandate is clear, recently confirming the launch of their annual education series which covers the mediums of: Radio, Magazines, Television, Online, Out-of- Home and Newspapers. Each workshop will be conducted by the leaders of the industry.

The present Executive and Directors are:

Co-Chairs:
Lisa Eaton - Managing Director, Media Canada, The Nielsen Company
Virginia Pino - VP, Market and Consumer Intelligence, MediaCom Canada

Secretary Treasurer:
Susan Ellsworth
, VP Research, OMD Canada

Co-Chairs, Seminar Committee:
Mark Leslie
, VP Research, Corus Entertainment
Melissa Myers, VP Finance and Administration, ICA Canada

Directors:
Natasha Arzumania
n, Senior Research Methodologies, BBM Canada
Andrew N. Assad, Content & Propositions Marketing Manager, Microsoft Advertising
Anne Denomme, Director Media Industry Relations, Shaw Media
Sharon Dixon, Managing Partner Analytics and Insights, MEC
Shael Greenberg, Director of Research and Marketing, Airtime Television Sales
Robert Jenkyn, VP Digital Solutions, Media Experts
Alicia Olson-Keating, General manager Research and Marketing Services, Astral
Wendy Purves-Lambie, Research Manager, Transcontinental Media
David Phillips, VP, BBM Analytics
Greg Ramsay, Director SMG Insights, Starcom Media Vest
Bryan Segal, VP of Sales, comScore<
Paul Street, Senior Director of Research, CTV Television Inc.

Information on CARF membership, the upcoming education series, informative newsletters as well as seminars and research evaluations can be found at www.carf.ca

About CARF
CARF is a not for profit organization that focuses primarily on advertising, communications and media research. The Foundation was established in 1949 and plays an important role in keeping its members aware of developments in research and as an independent body, assists in evaluating advertising and research methods and studies.

For media inquiries, please contact:
Shael Greenberg
CARF Publicity
416.923.2959
shael@etime.com

 

Past CARF Seminars and Presentations

A selection of presentations from CARF seminars >>

See a listing of previous CARF seminars and courses >>

FOR CARF MEMBERS

NEWSLETTER and MONTHLY UPDATES HIGHLIGHTS

Recent updates with links to online articles are listed here.
Click here to read previous CARF newsletters online. A member password is required to read articles and newsletters.


Highlights from the
December 2011 update:
View full Dec. contents >>

Conceptualizing the value of Web content in marketing research

Critical social marketing: Definition, application and domain

Online social network acceptance: A social perspective

Measuring Internet product purchase risk

How young, technical consumers assess online WOM credibility

Young adult perception of visible tattoos on a white-collar service provider

* NOTE: to CARF members: If you are a member and have not received your password, please contact carf@tvb.ca

CARF ONLINE FORUMS

CARF offers online discussion forums for topics of interest to CARF members, and specifically to discuss CARF's seminars online. The forums are open to everyone, but you must first register in order to post.

Click here to go to the Forums

INTERNATIONAL REACH

Worldwide exposure for
Canadian research

Through an agreement between CARF and the World Advertising Research Center in the UK, selected Canadian research papers and opinions will be made available to a worldwide audience on its subscription site, warc.com.

 

 

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