What 80 Years of Study Means for the Future of Advertising Research

This article considers the Advertising Research Foundation's initiative 'How Advertising Works', which aims to provide research-based insights that can improve advertising and ROI.

What 80 Years of Study Means for the Future of Advertising Research

Horst Stipp

The Advertising Research Foundation

The Advertising Research Foundation (ARF) was founded in 1936 with a mission to improve the practice of advertising, marketing, and media research in pursuit of more effective marketing and advertising communications.

True to that mission, during its 80th year in 2016, the ARF launched a major new initiative, “How Advertising Works.”1The goal was to deliver objective research-based insights that improve advertising and, ultimately, the return on marketing investments (ROI), with actionable insights for marketers in today’s media, consumer, and advertising...

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