The ARF 360 Model: Update to a Human-Centric Approach
University of South Australia
In February 2009, the ARF organized and launched a “360 Media and Marketing Super Council.” The Council’s mission is to serve as a catalyst to drive more effective communications planning and ad-effectiveness measurement.
From the first Council came a specialized planning committee, whose first goal was to revamp the old ARF “Model for Evaluating Media” established in 1961 and updated to include digital media in 2002. Several months and several committee meetings later, members of the group agree: There really is...