Sam Balsara, chairman & #BANNER1 & # and managing director, Madison Communications, has been invited to deliver the keynote speech on June 5, 2006, at the ESOMAR World Research Conference, which will be held in Shanghai 4-7 June, 2006. Balsara is expected to talk on the challenges before the global community in the area of multimedia measurement and propose a new metric based measurement based on which the advertiser and agency community should pay for TV time.
The purpose of the conference is to discuss the challenges of multimedia measurement. The conference is being held in cooperation with the World Federation of Advertisers.
A high profile programme committee, including the likes of Bernhard Glock, manager, Global Media and Communication, P&G International Operation, and Giovanni Fabris, V-P, international media director, McDonalds International, has put together a rich and varied programme featuring speakers from around the world. The conference will be attended by 210 delegates from among advertisers, media, and advertising and research agencies from 40 countries.
Balsara says, "The new metric should reward those sellers who provide a more conducive environment for the exposure or 'sent message' to be 'received' and acted upon. And it will punish sellers who provide an environment that is not conducive. The absence of this provides no incentive to the seller to price his product based on the value the advertiser receives, rather than just exposure."
Balsara will also throw light on understanding consumers and their interactions with different programmes and viewing situations with the assumption that high TVRs may be too simplistic a means to judge a brand's performance in today's complex world.
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