From the iMedia Agency Summit keynote presentation: "Influences, Motives and Impacts" with Esther Franklin, SVP, director of consumer context planning, Starcom USA.

As marketers eye the increasingly fragmented media landscape, Esther Franklin, Starcom senior vice president, director of consumer contact planning, calls on publishers to get with the program. "They must look at all media to exploit their brand," she says.

Franklin has deep experience studying demographics (mainly kids, women and young adults) to identify what influences their behaviors and purchase decisions.

In today's presentation, she will teach you what influences and impacts consumer engagement in the media arena and how to shift consumers down a continuum of exposure to engagement to experience as a way to drive innovation.

Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.

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Speaker(s): Esther Franklin, Senior Vice President, Director Consumer Context Planning, Starcom USA

Format: 42:46, 19.9 MB, MP3