The Changing Face of Advertising research in the Information Age: An ARF Copy Research Council Survey
William A Cook and Theodore F Dunn
The ARF Copy Research Council has been discussing the research initiative reported here for some time. There has been a growing sense in the council that the activities of advertising researchers and the needs of their management clients were changing. Those perceptions of change fueled further discussion and made coming to closure on a readily definable study difficult. We eventually concluded that the council and the industry we represent could benefit from a survey addressing...