The Changing Face of Advertising research in the Information Age: An ARF Copy Research Council Survey

William A. Cook and Theodore F. Dunn

Control over advertising research budgets and initiatives has continued to shift to the advertiser. This trend will likely continue - as will a growing gap between advertiser and agency in use of quantitative research, favored by the former, and qualitative research, favored by the latter.

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...

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