ARF’s Week of Workshops Draws Nigh 9/10/2000 The Advertising Research Foundation (ARF) annual Week of Workshops event takes place on 16 to 19 October in New York and this year’s theme is "Survive the Internet". The event draws on the expertise of more than 75 research professionals to help with issues such as managing the integration of online and offline branding and commerce, developing effective advertising and media strategies for a multimedia world, or determining what measurement strategies work best for converging media. Details of the workshops are as follows: Online Research Workshop: When should you do market research online or offline? When is the Internet appropriate for product testing? How can the Internet be used for tracking? Do online focus groups really work? How can online and offline qualitative research data be compared? Print Research Workshop: How does ARF's updated media model take interactivity into account within the world of print? How will magazines thrive in the new century? What methodological issues will be impacted as a result? What is the role of print in multimedia planning? Consumer Insights and Qualitative Research Workshop: How can qualitative research be used to develop marketing strategy and design? When should humour be used in advertising? What are the latest trends in this area of research? Interactive Media Research Workshop: How will media convergence affect media measurement? How can site tracking be used to make better advertising decisions? How can website effectiveness be measured? Brand Equity & Advertising Effectiveness Workshop: What are the keys to manage and extend the reach of brands? How do brand extensions impact brand equity? How can a cyber-brand be created? Television: Today & Tomorrow Workshop: Are commercials recalled better when viewed on cable than on broadcast TV? Are people meters too expensive for local TV audience measurement? Can a TV diary be used to measure product usage? Is TiVo the wave of the future? Is passive measurement possible? Loyalty Marketing Workshop: How can Internet behaviour be linked with consumer targets? How to understand retailer loyalty by linking consumer attitudes and behaviour? How can the marketing mix be optimised to acquire more new customers in a multimedia world? Media Planning for Accountability Workshop: Media experts discuss how to use household panel data to achieve media accountability For more information, visit www.arfsite.org