MARKET RESEARCH COUNCIL, INC.
“Five Keys to Advertising Effectiveness”
Vice President, Strategy
Nielsen Catalina Solutions
Friday, January 26, 2018
12 Noon - 2:00pm
The Yale Club of New York
22nd Floor (Roof Dining Room)
NCS and Nielsen recently presented the most comprehensive analysis of what drives advertising effectiveness—creative, reach, targeting, recency and context—based on nearly 500 studies from 2016 and 2017 and over a decade of experience in linking advertising to sales results.
The report evaluates the sales contribution of these five key drivers—and how their roles have changed since the ambitious Project Apollo studies of 2006. It also incorporates a separate study that examines the reach of TV & digital for nearly 900 cross-media campaigns.
About our Speaker
Ed is Vice President, Strategy for Nielsen Catalina Solutions, and an experienced marketing executive specializing in the growth and transformation of brands in the digital space. He has experience in managing all media platforms - TV, Print, Digital and Mobile - having formerly worked for Unilever, Avon, L'Oreal USA and start-up companies. Ed led the industry’s first online advertising effectiveness research for Unilever with Yahoo and Nielsen in 2002 to measure Internet advertising’s performance against the overall media mix model, thus validating online advertising’s impact on consumer purchase behavior. Ed’s work with Nielsen to identify Slim-Fast’s online audience buying habits led to transformation of the brand’s television media strategy from 30s brand-building focus to 60s direct response focus to drive incremental online registration.
Most recently, Ed was the Assistant Vice President of L’Oreal USA Corporate Digital Investments, responsible for leading digital media strategy and investments across all L’Oreal USA brands. He holds a B.S. degree in Psychology from Tufts University.
To reserve your place, email to: firstname.lastname@example.org or call the MRC office at (212) 481-3038.
Meeting date: Friday, January 26, 2018
Time: 12noon – 2:00pm
Where: Yale Club of New York, E. 44th St. & Vanderbilt Ave., 22nd Floor
(payment at the Door via Cash or a Check only)
$60 – MRC Members
$75 – Guests
$50 - Honorary Life Members
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