AdEf in Amsterdam

Timofey Barsov, COMCON`s Media Research Director, will speak at The Research Forum 2010. The Research Forum 2010 will take place in March 18-19, 2010 in Amsterdam, Netherlands. International Federation of Periodical Publishers is the mastermind of the forum.

Timofey Barsov’s presentation will be devoted to AdEf project, which is focused on relative effectiveness of advertising formats in the press. AdEf combines two correlated components: AdEf Media - evaluation of media advertising effectiveness (placement by formats and “thirds” of a publication); and AdEf Creative – analysis of the influence of creative concept parameters on print ad recall, purchase intent for a brand, and evaluation of print ad. Research objectives include evaluation of the effectiveness of advertising formats in magazines and definition of factors that influence advertising effectiveness.

The Research Forum will visit representatives of leading world Publishing Houses.