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Exploring The New Wisdom In Advertising Research - MRS ConferenceDate: 18 December 2003 Can researchers and planners marry the new theories of the mind with received wisdom on advertising techniques? What part should the latest psychoanalysis play in developing brand communications? What are the implications for how advertising is created and measured? These are some of the contentious questions that will be explored at a new one-day conference from The Market Research Society (MRS) - entitled The New Wisdom - due to take place on Friday 23 January, 2004, at Browns, St Martin's Lane, London. The one-day conference, which will be of interest to anyone with an involvement in advertising research and planning, will examine some of the ground-breaking theories that have arisen in recent years connected with how the brain processes information and will debate the impact of these on received advertising and research industry thinking and practice. There is a long-held belief in advertising research that humans act as individuals, each capable of forming their own unique responses to advertisements. However, new thinking on human behaviour contradicts this view, claiming that humans are essentially herd creatures who, far from being individually influenced by a brand, are copycats who make decisions based popular opinion. Which of these views holds most weight is still hotly contested, however, the potential repercussions of the latest theory on advertising research are enormous. Chris Forrest, Conference Chair, commented, "In recent years, developments in neuropsychology and our understanding of how the brain works has given rise to much new thinking on brain processes and the role of the unconscious in decision making. Much of this has potential implications for the advertising industry and how advertisements are researched and developed. This conference will examine some of these theories and challenge whether new thinking really is the way forward, or whether the old tried and tested methodologies remain the best. Many of the topics on the programme are highly contentious with the industry divided in its outlook. This raises the prospect of some heated debate on the day." The conference will run from 09.30 - 17.30 and will be split into four segments, with each quarter dedicated to a different subject. During each session, expert speakers will provide an overview of the received thinking and new theories on the subject before opening up the debate to delegates. The four sessions will cover:
A number of high-profile experts in advertising and research are lined up to lead the debates, including: Russell Davies, Wieden & Kennedy; Mark Earls, Ogilvy; Paul Feldwick, BMP DDB; Wendy Gordon, Acacia Avenue; Richard Warren, DLKW; and Caroline Whitehill, Acacia Avenue. Chris Forrest, The Nursery, will chair the day. The New Wisdom forms part of The MRS's ongoing Thought Leadership Series of one-day conferences which explore in greater depth themes raised at RESEARCH2003: The Thought Leadership Revolution and will feed into next year's annual MRS conference - RESEARCH 2004: The Dream Economy. Vicky Stokes, Head, Conferences, Training and Seminars, The MRS, said, "We are delighted to have secured so many outstanding speakers for this new one-day conference. Their participation is an indication of the weight this issue holds within the advertising and research industries. The New Wisdom will explore some controversial topics and we have planned the day as a series of debates to allow delegates to share their thoughts on these issues. We expect it to be a thought-provoking and enlightening event." Vicky Stokes concluded, "The New Wisdom forms part of The MRS' rolling programme of Thought Leadership conferences which examine some of the most compelling issues raised at the last MRS annual conference, RESEARCH2003. The Thought Leadership Series was introduced in 2003 as part of a new initiative to prevent the annual industry conference being regarded in its traditional position as a stand-alone event but seen more as an evolution of the latest thinking and debate. So far this is proving to be very successful." To book a place on The New Wisdom, or for information on other events
in the Thought Leadership series, visit www.mrs.org.uk/conferenceseries
or call Michelle Denslow on Note for editors
· LARIA was established in 1974 to promote the role and practice
of research within the field of local government and provide a supportive
network for those conducting or commissioning research. |
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