Top Story

e4m_logo.png

Home >> Media - Others >> Article

ARF International media workshop to feature Indian media model

11-October-2002
Font Size   16
Share
ARF International media workshop to feature Indian media model

The New York based Advertising Research Foundation’s (ARF) annual Marketing and Media Workshop, has a rare Indian involvement. Two NDTV executives Projit Chakrabarti and Venu Satyamurty are making a presentation, amidst the likes of Erwin Ephron and John Phillip Jones, based on their media model developed over the last several years.

Their presentation titled ‘Mapping mediamorphosis’ is based on a media model that tries to find sharp audience behavior patterns. The model can potentially help programming executives to break set audience patterns and register audience gains. The model uses TAM data as input and then dynamically organizes audiences in clusters, leading to suggested approach to break into the clusters.

According to ARF, the presentation highlights is - “A Segmentation model that adds value to known structures of ratings data from a response perspective. And the procedure provides sharper insights on viewing behavior which is otherwise diffused and fragmented in rapidly proliferating television environments.”

The presentation is part of ARF ‘Week of Workshops’ organized in New York between October 7 and 10. The Workshops expects to help the marketers to create more effective campaigns with the advances in research, and new thinking about the marketing paradigm that have enabled solid measurement of marketing and media plans.

Tags

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Mavcomm Consulting one of India’s leading Public Relations, Reputation Management& Brand Communications company today announced elevation of Pranjal Dutta to the role of CEO

The campaign film features PV Sindhu, Saina Nehwal, Kidambi Srikanth and Indian badminton mavericks, HS Prannoy, Ashwini Ponappa, Sai Praneeth, and Ajay Jayaram

We list a few important stories that you may have missed in the week gone by