Alvairi-Derfler Associates Announces New Advertising Targeting Tools for Media Planning and Measurement -- CMS NewsLine March 2004

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Alvairi-Derfler Associates, a marketing company serving the technology and media industries, has developed effective new media planning, targeting and measurement tools to combat the negative impact of the many changes taking place in the electronic media. Its new tools allow media houses, ad agencies and advertisers to more effectively face the challenge of the DVD, DVR and VOD with their time-shifting ad skipping technologies that threaten the very existence of electronic media advertising and its revenue models.

Alvairi-Derfler Associates, a marketing company serving the technology and media industries, has developed effective new media planning, targeting and measurement tools to combat the negative impact of the many changes taking place in the electronic media. Its new tools allow media houses, ad agencies and advertisers to more effectively face the challenge of the DVD, DVR and VOD with their time-shifting ad skipping technologies that threaten the very existence of electronic media advertising and its revenue models.

Alvairi-Derfler Associates, a firm which for over a decade has contributed vital marketing services to the technology and media industries announces: “We now have a major effort underway to meet the current need of advertisers and agencies to empower their ability to plan, measure and evaluate advertising results,” said Greg Kalsow, managing partner. “With the publication of the March issue of CMS NewsLine: Media on Ice (ISE) we reveal powerful new methodology for balancing the Inform, Shock and Entertain components of electronic media programs and advertising that is sure to make advertisers, agencies and networks sit up and take notice,” he continued.

“The process of innovating new targeting and measuring tools in the face of TiVo and the rest of the on-demand technology community is a core competency we bring to advertisers and their agencies and media buyers,” said Leo Willner, PhD, senior partner. “Helping them produce the most value out of their advertising expenditures is critical to them including the leverage gained from Alvairi-Derfler’s Ad Value™ Service that helps optimize electronic media,” he added.

To introduce networks, agencies and advertisers to the innovative work of Alvairi-Derfler Associates, we offer the March issue of CMS NewsLine: Media on Ice (ISE) – free of charge and ready for immediate viewing at: http://www.ad-assoc.com/masthead.htm

Click the subscriber link to view the current issue and use courtesy password: z23moiyfm

About Alvairi-Derfler Associates: Alvairi-Derfler Associates provides marketing services to the technology and media industries. For more information: info@ad-assoc.com or http://www.ad-assoc.com. Tel: +1.831.427.3833

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Gregory Kalsow
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