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Join us for the first of a series of brief but valuable virtual town hall meetings for our senior marketing members. These meetings will bring together marketers, exclusively, to talk about the latest marketing issues as they emerge. These intimate and confidential discussions aim to:

• Provide an open forum to discuss concerns that are top-of-mind
• Give you the opportunity to converse with your peers and compare notes
• Allow you to draw on the expertise of ACA executive staff

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This 30-minute webinar will tackle how you can maximize your creative investments during these challenging times. Specifically, it will cover…

For members only:

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Increasing brand value is a key objective for most marketers. While the exact metrics used can vary, the ultimate objective does not – strengthening the brand to make it more likely that your product or service is selected by shoppers over available alternatives. Do that successfully, ideally including an increase in brand trust and advocacy, and business success will typically come.  

New technologies and platforms are continually evolving that change the way shoppers evaluate brands, and how marketers can influence them – thus impacting brand value. Of these, at BrandSpark we believe online ratings and reviews are among the most important, and often don’t get the attention they deserve.  

The reason they are so important is that they’ve fundamentally altered the brand value calculation – particularly by eroding the functional product and service quality cues that brands used to convey, and in turn taking much of the brand trust calculation out of marketers hands. Both online, and thanks to smartphones at the store shelf as well.  

What are you really getting for the fees you’re paying to your agency partners? Digital offers significant opportunities for optimizing customer acquisition budgets, but is your agency really optimizing?

This presentation aims to equip advertisers for transparent, productive and profitable collaboration with their partner agency.

For members only:

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With concerns surrounding the spread of COVID-19, and in order to respect the policies that many of our members have put in place regarding group functions and travel, we have postponed all in-person events until further notice.

In today’s digital world, online panels are a cost-effective and often essential method of gathering data through online surveys for primary research purposes. One defines the characteristics of the population one wishes to understand (the “universe”) and number of respondents appropriate for the objectives at hand and a survey is launched targeting said sample. For example, a sample of a few hundred Canadians will give marketers an answer that is representative of the country. Unfortunately, things are not so simple and the process is increasingly fraught with danger…