Was it John Wanamaker or your CEO who said “I know half the money I spend on advertising is wasted, but I can never find out which half.” To help business marketers better quantify the value of their programs, Dr. Ralph Oliva, president of Penn State’s Institute for the Study of Business Markets (ISBM) will summarize popular methods used to determine “return on investment” ROI of marketing and communication programs, concluding with the broader question is ROI the best measure. Marketing ROI is a must see event for anyone who needs to justify marketing expenditures.
Join the BMA and Dr. Ralph Oliva from the Penn State University’s Smeal College of Business to discuss the various methods of Marketing ROI and the role it plays in today’s business environment.
Speaker: Dr. Ralph Oliva is the Executive Director of the Institute for the Study of Business Markets at Penn State University’s Smeal College of Business and Professor of Marketing. Dr. Oliva is responsible for driving the growth of the ISBM, which is supported by 60 major firms and a network of over 100 researchers, as a leading academic center devoted to advancing knowledge and practice in Business-to-Business marketing worldwide. Before working at Penn State, Dr. Oliva spent 23 years in the B-to-B and consumer marketing industry. He is also the author of 15 books. He received his B.S. in Physics from Fordham University and his M.S. and Ph.D. in Solid State Physics from Rensselaer Polytechnic Institute.
Come early and network!
|
When: | Thursday, January 15, 2009 Registration and Breakfast: 7:30 AM — 9:00 PM Program: 8:10 PM — 9:00 PM |
| Where: | The Rivers Club — 301 Grant Street One Oxford Center — Level 4 301 Grant Street Pittsburgh, PA 15222 |
|
| Attire: | Business Attire | |
| Fee: | $25 for BMA-Pittsburgh members $40 for non-members $15 for students |
PLEASE NOTE: Payment to be made at the door, cash or check only. Please make checks payable to BMA Pittsburgh.
Register by Monday, January 12, 2009. Cancellations are required 24 hours in advance to avoid being billed. Questions? Contact Michelle Merlo at 412-475-0425 or michelle@michellemerlo.com.