The latest from OTC Perspectives

Surprising Findings on True Media Consumption

“Practical Applications of New Media in an Integrated Media Mix” An Exclusive Presentation only at the OTC National Conference June 4-5, 2009 at the Boston Sheraton

Mike Bloxham, Director of Insight and Research at the Center for Media Design at Ball State University will share surprising findings from the largest, most comprehensive cross-platform media consumption study at the OTC National Conference June 4, 5, 2009 in Boston . The Video Consumer Mapping Study, (conducted by Ball State University and Sequent Partners for the Nielsen-funded Council for Research Excellence) reveals the reality of how people's media lives are evolving and goes beyond the hype and fear-driven headlines. Bloxham will use the research as the jump-off point to explore what the missed opportunities are for healthcare brands to effectively use digital platforms within the media mix to achieve marketing objectives. Examples of the creative application of digital media will be critiqued.

“ Existing and thriving in a world of media mayhem requires a profound understanding of the ways in which consumers are engaging with media and positioning your product accordingly” commented Bloxham. “I don't believe it is a tough time for marketers, based on this data, it is a time of unprecedented opportunity” he elaborated. “From the largest study of media consumption ever we now have data that shows people are consuming one hour of TV advertising per day. That doesn't sound like any kind of meltdown to me. Digital is not eating traditional media's lunch but rather offering another course to marketers that is ripe with opportunity.”

“We are delighted to have Mike Bloxham discuss these research findings at the OTC National Conference” stated Bob Ehrlich, CEO DTC Perspectives and Conference Chairman. “Truly understanding how to effectively integrate and use digital media is a huge untapped opportunity for marketers and will differentiated the winners from the losers moving forward.”

The OTC National features an unprecedented gathering of healthcare marketing thought leaders, including Case studies from Leading Marketers: Bob Casale, The Mastermind behind Mucinex's success, Jeanne Bennett VP Marketing Novartis, presentations from Marketing Gurus; Rex Briggs (Author of the acclaimed What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds), Advertising Age's Bob Garfield, Bill Schley (Author Why Johnny Can't Brand ), and Leading researchers revealing the latest findings on effective TV creative, in store marketing programs, Rx to OTC switches, Global success transfer, and many many more. The premier OTC National Advertising Awards and Top 25 OTC Marketer Awards will also be presented.

For the Full Agenda click here~ To Register click here

About OTC Perspectives:
OTC Perspectives is a division of DTC Perspectives Inc. the leading DTC training publishing and consulting company. Created by healthcare marketers for healthcare marketers, the OTC Perspectives division produces the OTC National Conference and publishes OTC Perspectives Magazine to provide a forum and timely strategic insight to address the emerging challenges facing consumer healthcare marketers. More information is available at www.otcperspectives.com

About The Center for Media Design at Ball State University :
The Center for Media Design is an R&D facility focused on the creation, testing and practical application of digital technologies and content for business, classroom, home and community. The center's Middletown Media Studies and recently-released Video Consumer Mapping Study have garnered international attention for the Center because of its observational approach to measuring consumers' daily interactions with and exposure to media.

Ball State University is redefining education by providing relevant immersive learning experiences that engage high-caliber students in intense interdisciplinary projects both in and out of the classroom. Its expert, collaborative faculty members mentor students and encourage innovation and creativity in education. Located in Muncie, IN, Ball State's vibrant campus is home to about 20,000 undergraduate and graduate students from across the country and abroad. Ball State 's Emerging Media Initiative is a planned $17.7 million investment in focusing the university's historic strengths in this area, accelerating benefits to the state of Indiana with media-savvy human capital. Learn more at www.bsu.edu .