"Taking a Scientific Approach to Advertising".

DFW AMA to Host Jack Bush, Director, Global Pharmaceutical Market Intelligence, Alcon Pharmaceuticals at Fort Worth Executive Luncheon

FORT WORTH, Texas -- The Dallas-Fort Worth Chapter of the American Marketing Association (AMA) announces that on Thursday, September 27, from 11:30 to 1:30, it will host a luncheon program featuring Jack Bush, Director, Global Pharmaceutical Market Intelligence with Alcon Laboratories at the Fort Worth Club.

The "scientific approach" to advertising employed by Alcon utilizes cognitive neurology and the technology of high-resolution electroencephalography (EEG). These technologies can directly measure brain responses to advertising video, audio and written content. This new method is quantitative, objective, and without the inherent self-reporting biases of traditional methodologies such as focus groups and survey questionnaires. Alcon was able to refine its TV advertising and media strategy, and also use the results to craft copy for sales brochures, their website, and other promotional tools.

A video podcast outlining the DFW AMA program is available at: www.dfwama.com.

Prior to joining Alcon in 2005, Jack Bush worked for Merck KGaA as their Global Head of Business Research and Analysis. He led a global team that provided primary research, secondary data analysis, competitive analysis, and forecasting. Prior to that position, he held various roles at Glaxo-Welcome, now known as GSK, Roche, formerly known as Boehringer Mannheim and Merrill-Dow Pharmaceuticals.

Pre-event registration runs through Wednesday, September 26, and is priced at $28 for AMA members and $38 for non-members. On-site registration is always available,

but for $10 extra per person. Program details and registration information is available at: www.dfwama.com or by calling the DFW AMA office at: [phone].

Dallas-Fort Worth Chapter, AMA

As the 8th largest chapter of the AMA, the DFW Chapter holds monthly luncheons in Fort Worth on the fourth Thursday of every month at the Fort Worth Club. Dallas luncheons are held monthly in North Dallas. Attendance is open to non-members and those in all areas of the business community. A full schedule of events can be viewed at: www.dfwama.com.

The American Marketing Association, one of the largest professional associations for marketers, has 38,000 members worldwide in every area of marketing. For over six decades, the AMA has been the leading source for information, knowledge sharing and development in the marketing profession. To learn more about the AMA, go to: www.marketingpower.com.