CARF
Workshops 2009
Demystifying
the Numbers
Never get lost in a conversation
or negotiation involving research
again!
October 27, November
3, 10, 17 and 24, and December 1,
2009
— Dinner included —
When: 6:00 PM to 9:00 PM —Tuesdays
Where: CARF – Canadian Advertising
Research Foundation
Click
here to register online >>
This six-part workshop
series is designed for media planners
and buyers, media sales people or
anyone wishing to further their understanding
of the research that supports the
sale and purchase of media in Canada.
Each session is hosted by an expert
in that field and designed to resolve
the confusion around measurement
of that particular medium. The evening
is informal, the food is good, and
the content invaluable in enhancing
your career.
October 27 – Out-of-home – Sharon
Dixon, Manager MediaLab, Mediaedge:cia
How do I determine which of the
numerous outdoor vehicles fit my
objectives
when there are so many options?
What does COMB do? What outdoor
planning
tools are available and how do
they work?
November
3 – Magazines – Clarence
Poirier, VP Research, St. Joseph
Media
What can I find in PMB? How do
I mine these data for the right
answers?
How do magazines fit into media
plans? What are the strategies
for achieving
different goals with magazines?
What’s
the value of circulation, “shelf-life” and
other factors that are unique to
magazines?
November
10 – Radio – David
McDonald, Group Manager Radio &Promotions,
m2u
How are audience estimates produced?
What is the effect of multiple
weeks of measurement?
How can RTS help determine the
value of what I buy or sell? How
is PPM
changing what is reported? How
will it affect benchmarks and currencies?
November
17 – Online – Virginia
Pino, VP Market & Consumer
Intelligence, MediaCom
This seminar will provide an overview
of the many tools available to
understand the viability of online
media as
an advertising vehicle, and will
cover all data sources available
in Canada today.
November
24 – Television – Paul
Street, Director of Research, CTV
What are all these numbers and
how can I use them to serve my
business
better? How can I ask the right
questions to find out the ‘real’ story?
How do PPM portable meters work
exactly – and
how do they compare to old meters
and diaries? When should I be using
qualitative data and how do I know
if it’s valid?
December
1 – Newspaper – Susan
Ellsworth, VP Research Director,
OMD
How can I use newspaper research
to better understand consumers?
What’s
more important – circulation
or readership? Why are there so many
databases? Do I really need readership
data in single-paper markets? This
seminar will also discuss content/sectional
readership and using Mosaic lifestyle
segmentation.
Register
early. Attendance is limited.
Registration
fees (dinner included) • Payment
required prior to each session:
Single
session
Members: $120+ $6.00 GST Non-members:
$140+ $7.00 GST
10% discount for 2 sessions
Members: $108.00+ $5.40 GST Non-members:
$126+ $6.30 GST
15% discount for 3 sessions
Members: $102.00+ $5.10 GST Non-members:
$119+ $5.95 GST
20% discount for 4 sessions
Members: $96.00+ $4.80 GST Non-members:
$112+ $5.60 GST
25% discount for 5 sessions
Members: $90.00+ $4.50 GST Non-members:
$105 + $5.25 GST
30% discount for 6 sessions
Members: $84.00+ $4.20 GST Non-members:
$98+ $4.90 GST Click
here to register online >>
No
cancellations. • Notification of
substitution required prior to
session.
|
