In this session...

Women are influencers for both messages produced and the buying power they command. IRI, the ANA and Kellogg’s have teamed up for the #SeeHer initiative to provide sales measurement for TV campaigns and show the purchase impact and return on ad spend for CPG advertisers. IRI’s data assessment, together with gender equality measurement (GEM™) ad and program scores, measure the sales impact of higher GEM scores.

Women are influencers for both messages produced and the buying power they command. IRI, the ANA and Kellogg’s have teamed up for the #SeeHer initiative to provide sales measurement for TV campaigns and show the purchase impact and return on ad spend for CPG advertisers. IRI’s data assessment, together with gender equality measurement (GEM™) ad and program scores, measure the sales impact of higher GEM scores. This panel will discuss the impact of marketing efforts that speak to women, which can improve the bottom line and lead to greater equality in our society. View Less

What You'll Learn from This Session...

  1. Learn how to develop gender equality campaigns to increase the effectiveness of brand advertising.
  2. 2. Understand the sales impact when a brand aligns its advertising to gender-equal programming as defined by GEM scores.
  3. Understand the halo effect of executing gender-equal campaigns with gender equal programming.
  4. Learn how brands can use the GEM methodology to achieve gender equality.

Presented with


Speakers

Jennifer Pelino SVP, Omni-Channel Media IRI
Christie Crouch Director of Marketing - Special K Kellogg Company
Shelley Zalis CEO The Female Quotient and Creator of The Girls’ Lounge

Event Details

Event Type Seminar

Related Topic Area  Business 

Similar Interests  Leading   Diversity 

Track  Empowerment 

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