ARF unveils new "How Advertising Works" initiative

Geoffrey Precourt

This event report outlines the “How Advertising Works" program being launched by the Advertising Research Foundation (ARF) – an initiative seeking to uncover some "hard truths" about the impact of communications, and forming part of a wider "measurement mandate".

ARF unveils new "How Advertising Works" initiative

Geoffrey PrecourtWarc

With 18 months in office as the president/ceo of the Advertising Research Foundation (ARF), Gayle Fuguitt has identified a common mission that will unite the various operating aspects of the organization.

"How Advertising Works" is a program which will tap into "more than six decades of insight. And we're going to spend 2015, 2016 and 2017 moving [that content] forward" to ARF members as well as the larger universe of marketing-research practitioners and academics, she told delegates at the ARF's 2014 Industry Leader Forum in New York City.

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