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Disclaimer
The Advertising and Marketing Division and SLA assume no responsibility
for the statements and opinions advanced by contributors to this site.
Editorial views do not necessarily represent the official position of
SLA. Acceptance of an advertisement does not imply endorsement of the
advertiser's product(s) by SLA. Links established from this site does
not imply endorsement of the site's products and services by SLA. SLA
will not be held liable for damages resulting from any errors,
omissions, information contained beyond this site, or use of the
information at this site. |
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Advertising & Marketing Division |
Conference Program Details
| Advertising & Marketing Division Board Meeting
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Sunday, June 15, 2008 12:30PM-2:00PM
Location: Sheraton Hotel, room Willow B |
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| Annual meeting of Advertising and Marketing
Division Board. |
Audiences:
Division Members Only
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Advertising & Marketing Division Business Meeting and Breakfast |
Monday, June 16, 2008 7:00AM - 8:30AM
Location: Sheraton Hotel, room Issaquah |
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Annual business meeting of the Advertising & Marketing Division.
This meeting is to discuss Division business, including annual
reports, updates and award announcements. Breakfast will be
served to start your day.
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Audiences:
Division Members Only
Moderator:
Rebecca Butts,
Chair, Advertising & Marketing Division
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Sponsor:
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Global Market Update & Trends |
Monday, June 16, 2008 1:30PM - 3:30PM
Location: Convention Center, rooms 608-609 |
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| Two different views on global consumers & trends
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25 Global Consumer Trends for the Next Decade
To say that we are living through times of unprecedented
change has become a cliché. However, the shifts in
economics, technology and social structures have been
considerable and people now seek to catch up and work
out what these shifts mean in their lives. Understanding
the trends driving their behaviour is essential to a
successful business. Increasingly, marketer’s are not
only competing with other companies which make similar
products and services they also have to compete for time
with sleep, commuting, work and eating and everything
else that people might consider doing with their time.
In his presentation David Gudgin will look at 25
global consumer trends for the next decade, and offer
insight into their impact for consumer markets. Trends
are grouped into five key themes: Belonging; Health and
wellbeing; Identity and self expression; Work, rest and
play; Generational differences.
Please Don't Call Them Consumers: The Asian-Pacific
Market
People don’t think that way about themselves and neither
should we. We spend a lot of time studying “consumer
habits” and "customer expectations" and trying to
discover “consumer or customer insights” but do we
really understand what it is that people want and indeed
are demanding in life today? For over ten years Dave has
managed the McCann PULSE continuous investigation into
Asian people’s lives. He will remind us all that
sometimes the most basic things really still matter,
that great creative communication is still grounded in
understanding what motivates people. And he will offer a
few examples of the trends impacting Asian people today
and how we might build demand in what he calls " the
never ending role of marketing to turn people into
consumers again and again and again". And of course it
will also be a great opportunity to see and learn about
trends, advertising and communications that are working
in the Asian countries that are now the centre of the
world's focus.
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Audiences:
All Attendees
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Sponsor:
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Introduction to Research Design |
Monday, June 16, 2008 3:30PM - 5:30PM
Location: Convention Center, rooms 613-614 |
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| Elana Broch presents the basics of research design |
Shall I take Hormone Replacement Therapy? Who will be our next
President? Will my customers prefer this new flavor to an old
one? Designed for consumers of research, this session will focus
on the real world issues that arise in conducting research.
Elana Broch has presented Taking the Sting Out of Statistics at
the past three SLA conferences. |
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Advertising & Marketing Division's No-Host Dinner |
Monday, June 16, 2008 6:00PM - 7:30PM
Location: Chapel Bar (1600 Melrose Ave., Seattle WA)
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| The Advertising & Marketing Division will be getting together for
dinner, drinks and socializing at
The Chapel Bar which is within
walking distance of the convention center.
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Is What You See What You Get? |
Tuesday, June 17, 2008 9:00AM - 10:30AM
Location: Convention Center, rooms 619-620 |
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| Optimizing web portals |
How do libraries optimize web portals? This session
discusses web architecture, accessibility, and
interactivity issues. Help users find the information
they want and need. |
Audiences:
All Attendees
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Sponsor:
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| Word-of-Mouth Marketing: Winning Friends and Influencing Consumers
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Tuesday, June 17, 2008 11:00AM - 12:00PM
Location: Convention Center, rooms 615-616
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| How to take advantage of word-of-mouth
marketing |
Numerous surveys show word-of-mouth is the most
trusted and influential way that consumers find out
about products and services. Understandably,
consumers trust their friends more than anyone. In
2007, some 66 million Americans shared advice on
products and services with others, and 27 million of
them did so online. How can a marketer take
advantage of all this gabbing? Debra Aho Williamson,
senior analyst at eMarketer, will cut through the
hype and shed light on this population of
“influencers.” Who are these people and how much
emphasis should marketers place on reaching them?
Using case studies and the latest market research
available, Debra will provide the attendees with the
know-how to take advantage of this powerful consumer
segment. |
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Audiences:
All Attendees
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| Advertising & Marketing Division Roundtable
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Tuesday, June 17, 2008
3:15PM - 4:15PM
Location: Convention Center, room 205 |
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| DAM members share practical information and tips
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This session provides an opportunity for Advertising & Marketing
librarians to meet all the people they know only via email and
to share practical information on what has worked (and not
worked) in their companies/organizations. |
Audiences:
Division Members Only
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Moderator:
Julie-Ann Zilavy,
Manager of Online Services,
American Association of Advertising Agencies
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Wednesday, June 18, 2008
8:00AM - 9:30AM
Location: Convention Center, rooms 307-308 |
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| Unless you’ve been sleeping, you know Green has
gone mainstream. Sustainability continues its march into the
mainstream as consumers find themselves in a perfect storm of
rising energy costs, uncertainties over global warming and
concern for future generations. Once just about the environment,
sustainability has expanded to include ethical treatment of
people, too. For business, sustainability has morphed from a
nice-to-have component into a must-have as LEED-certified
buildings and ecovation take center stage. But do you know what
that means to your consumer? Where you should be putting your
stake in the greening ground? Green is already a price of entry
in several categories. Don’t be caught unaware. How can
companies ensure that they’re connecting with Green Consumer
values? Is green consumption tied to income? When are consumers
willing to trade off a lower price for eco options that cost
more? How is trust playing into Green Consumers’ buying choices?
What macrotrends are capturing the heart of Green Consumers?
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This session provides an opportunity for Advertising & Marketing
librarians to meet all the people they know only via email and
to share practical information on what has worked (and not
worked) in their companies/organizations. |
Audiences:
All Attendees |
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