UNDERSTANDING WHY CONSUMERS CHOOSE, QUANTIFYING SPORTS SPONSORSHIPS – FEATURED KN TOPICS AT ARF CONVENTION

New techniques, case studies, methodological data illustrate best practices for marketers, researchers

Menlo Park, CA; April 7, 2005: At this month's Advertising Research Foundation (ARF) convention, Knowledge Networks will detail how best to obtain the consumer information needed to drive today's successful media and marketing plans The KN presentations – at New York's Embassy Suites Hotel, April 18th and 19th – will focus on two key topics for advertisers, marketers and researchers:

• understanding why consumers make purchase choices, with new high-quality techniques for anticipating effective points of differentiation, and
• how to accurately measure and enhance return on investment from sports sponsorships.

April 18th, 5-5:30 PM, Theater 5 (Regal Cinema Theaters)
"The Science of Consumer Choice: Defining the Factors That Guide Consumer Decision Making"

John Lewis (President and CEO) and Patricia Graham (EVP, Client Service and Business Development) of Knowledge Networks will present KN studies that provide insights into the changing patterns of consumer decision making. They will offer a new vision for the marketing information toolkit – how to more accurately assess and anticipate the "why" in consumer choices and the importance of advanced techniques coupled with quality data to arrive at wise business decisions

April 19th, 10:15-11:45AM, Theater 4 (Regal Cinema Theaters)
"Sports Sponsorship: A New Approach to Defining ROI (NASCAR Case Study)"

As part of the panel "Update Your Tool Kit: Measuring New Media," KN's Darren Marshall (Vice President, Client Service) will present results from a new, more accurate approach to establishing the incremental sales ROI from sports sponsorship investments. This model is vastly more reliable and actionable than conventional sponsorship measures and can be easily scaled to national or local efforts.

Knowledge Networks delivers quality you can use—superior methodologies, design, and analysis that give you an edge when it comes to understanding consumers and making business decisions. KN's unmatched consumer research resources include the only projectable Web-based consumer panel. The company leverages its expertise in brands, media, advertising, and analytics to provide insights that speak directly to clients' most important marketing issues. In addition, Knowledge Networks has built a substantial practice in government and academic research, an area notable for its rigorous methodology standards.