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MRA Update
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Diary
Date: -
13.12.02 Deadline for input
on Brand Project
New Members
We are delighted to welcome The London Business School
into membership of the MRA and are exploring opportunities
for joint working in which MRA members may participate.
Quarterly Review Update
The Autumn Quarterly Review is due for imminent
release. To get this to you sooner in a more convenient
and accessible way, this will be made available in
a new format in which you will receive an email that
links directly to the Quarterly Review located on
the Teleconomy.com website. If you require a CD copy
please follow the instructions on the notification
email to let us know and this will be sent directly
to you.
Research projects
Introduction
Companies should evaluate different media
channels so that the role of an individual channel
can be defined and its effectiveness closely monitored.
The style of the message should be appropriate for
the media channel and the audience.”- Henley
Centre
Brand has always been a ‘hot topic’ for
both MRA members, and a wider sector of business’s
with a strong brand focus. In many ways it is a ‘melting
pot’ of fragmented ideas in which many organisation’s
research teams and buyers choose to ‘dip’
into when and how they please. Due to recent demand
from MRA members for brand related projects it has
been decided that the next project, the Winter quantitative
report will focus on this key area. Specifically in
relation to media channel use and brand portability
There are a number of possible avenues of exploration
within this subject, therefore it is important that
MRA members are able to provide valuable input into
what actually is of interest to you and your organisation
at this point in time?
Possible research areas of interest:
· Consumer relationship with brand –
across channel
· Expectations of brand across channel
· Advertising and brand values
· Trust and brand
· The nature of values mapped onto brand
· Cross-channel use – the nature of inter-relationships
· ‘Brand strength’ across channels
· The influence of anti-brand across different
channels
We would gratefully appreciate any input into the
three brand-related topics we will explore. To tell
us want you want out of the project and to express
your interest please contact the MRA at: MRA@teleconomy.com
Please could you provide input by 13th December,
once all suggestions have been collected a full outline
will be provided towards the end of 2002.
Members’ Days
The feedback from the three members days in September
and October has been brilliant with 73% members agreeing
completely or strongly that the days provide a good
opportunity to meet other members and share research
concerns and interests. The topic of Technology and
Cynicism was also a hit as 75% of members completely
agreed or strongly agreed that the research was interesting
and stimulating.
“Best members day – most applicable
and meaningful”
The most encouraging feedback was that 84% of members
completely agreed or strongly agreed that they enjoyed
discussing the research and building on the ideas
of others. Thank you to all our members for their
input; it is appreciated.
If you have any feedback
to offer, ideas or suggestions for the programme,
or queries on any aspect of the MRA, please contact
MRA@teleconomy.com
or call 01524 382000.
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