June 2008: Segmentation and profiling: how can we target better?

It's widely accepted that today's markets demand that marketers target their potential customers more precisely, to avoid waste and to ensure the relevance of their communications. How are the marketing communication industry, its clients and the research agencies coping with this? Are there new techniques and skills that can help us target more sharply?

July 2008: Measuring the internet

The ad industry has for years relied on audience measurement to provide the currency for buying and selling; but the online marketplace has not easily fitted into traditional models, while web analytics offer a wider, and different perspective. What can and should we be measuring? How can this help marketers, and extend the value of audience data?

September 2008: Understanding and planning the media mix

The explosion in both media types and the sheer number of channels has made the traditional concept of the media mix look distinctly rickety. How can we use research and analysis to plan and evaluate our media campaigns in the face of the uncertainties created by the collapse of traditional broadcast models and the evolution of new ways of using the media, such as sponsorship, product placement, etc.

October 2008: Creative development

An agency's most vital task is to develop ads (etc) that turn a brief into engaging, compelling, powerful creative communications. This requires imaginative briefing, a flexible and prolific creative process, and the input of imaginative and sympathetic research. How can these elements best be brought together to deliver what marketers need?

November 2008: Brand loyalty: does it exist, and how do we know?

Brand loyalty means regular buying of the brand. But, surely, it means, too, some form of emotional commitment. Just how should we look to balance these two elements in research? And what can we expect if we set out to build our own or weaken a competitor's brand loyalty? How does loyalty develop?

December 2008: Environmental ads: greenwash or green communication?

Green is becoming a key colour in many consumers' landscapes. But selling 'green' is not easy: there are plenty of pitfalls in the way of any green marketing project. We examine the strength of consumers' commitment to 'green', and how they react to green claims. What is the developing best practice in this field, and how can companies use different approaches to gain a competitive advantage?