ARF model for evaluating media

The Advertising Research Foundation (ARF) model was formulated as a tool to be used for making media comparisons, and updated in 1997 after the emergence of web advertising.

ARF model for evaluating media

Bill Harvey

The Advertising Research Foundation (ARF) model was formulated in 1961 as a six-stage model of the advertising process, to be used for making media comparisons. The model was updated by Harvey in 1997 after the...

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