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...