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The ARF 51st Annual Convention and Boutique Expo-reThink 2005

Producer: Advertising Research Foundation, New York

What: The ARF show is a forum for marketers, ad agencies, media companies and researchers to discuss advertising, marketing and media-driven research.

Date: April 17-19, 2005

Where: Embassy Suites Hotel, New York

No. of attendees: 1,498

No. of exhibitors: 40

Producer comment: "At reThink 2005, we saw proof that looking upon consumers as more active participants in the marketing process produces success in the research and marketing arena," said Bill Cook, senior VP-research & standards at ARF.

Exhibitor comment: "The ARF is one of the most important shows we go to each year," said Lowell Ricklefs, VP-global sales at GMI, a research company. "When you are together with a high-level group [of attendees] like that, it gives you a good sense of the trends and issues in the industry. If we understand some of the business issues they're dealing with, we can provide solutions that fit their requirements."

Breakdown: The ARF is considered the largest advertising and marketing research event of the year. Show sponsors this year included Millward Brown, SAS and Taylor Nelson Sofres. This year's show focused on advances in modeling and measuring ROI, brand research and the evolving media landscape. In addition, the show produces the annual Ogilvy Awards for Research Excellence in alliance with MSN.

-Carol Krol

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