echo "custom header code goes in here"; ?>
Members, News Media and Partner Marketers, please visit our brand page to download ARF logos and banners.
ARF Logos & Banners »
For Years, These Calculations Have Enhanced Marketing and Media Spend
New Studies on Mobile, Multi-Platform Measurement, Big Data, Social Media, Advertising Effectiveness, and More Highlight Annual Research Event
But evidence indicates potential for growth
XO Communications wants to know when someone online speaks well or poorly of its company or its competitors. In fact, the communications service provider for businesses monitors how that sentiment changes month over month and whether it’s neutral, positive or negative. It also answers customer service questions it finds online and, separately, listens for what people are saying about its overall customer service over time. Social media sentiment is one metric of many XO uses to measure the results of its efforts to bolster customer service quality, says Ronan Keane, social media marketing manager at XO.
Findings from Study, of Impact of Mobile Media Devices on Overall TV Viewing Behavior, to be Presented at ARF Event
Don Gloeckler, EVP and Chief Research Officer of The Advertising Research Foundation gave the morning keynote on day one of the MRIA 2013 Annual Conference.
Ad Age Insights' New Report Offers Strategies, Tactics and Tips for Effective Campaigns
An ARF Interview with [x+1] EVP & Chief Analytics Officer, Leon Zemel
Set-top-box data, loyalty card data, cookie data, and more have created vast databases of customer data. While this gives marketers great opportunities to reach receptive customers, making sense of big data can be a challenge. We caught up with John LaRocca, Vice president, Strategic Partnerships at dunnhumbyUSA to get his expert opinion on making business sense of massive data sets.
Posted by Leonard Murphy, Greenbook
Valuable Insights On Consumer Behavior for Recession Weary Retailers
Don't Just Ask for Insights, Ask for a Learning Plan
Marketers, media companies, agencies, and researchers frequently come to us with questions about how to make sense of the enormous data streams at their disposal. While we're accustomed to doling out advice and pointing people to relevant studies on set-top-box data, scanner data, or clickstream data, we want to challenge the industry to think bigger when it comes to big data. So we went as big as we could - outer space. We caught up with Jon Jenkins, Senior Research Scientist, SETI Institute at NASA Ames Research Center, and asked him how he makes actionable insights out of galaxies of data. We hope his answers will give you some perspective on how to deal with your own data issues, even if they're merely terrestrial.
Back in Rust Belt HQ, there's a simple, tested paradigm about how frequency functions in the media equation for brands: Repetition reinforces learning, ergo memory.
The second day of the week-long FutureM event featured back-to-back-to-back events on community management and listening. The sessions were filled with tasty bits and sound bites, leaving me full of ideas and questions (not to mention an excess of Mediterranean food). As a long-time social media aficionado, I found the events to be thought provoking in exploring how brands listen, engage and cultivate community online, and how the role of the community manager goes far beyond just tweets.
MotiveQuest CEO and Founder, David Rabjohns to lead Advertising Research Foundation committee to explore research as an effective business tool
Validates Nielsen's First-of-its-Kind Internet Advertising Rating System as Meeting Industry-Accepted Standards
Recently I read a copy of Listen First!: Turning Social Media Conversations Into Business Advantage by Stephen D. Rappaport on my Kindle iPad reader and really enjoyed it though it was not an easy book to read being more of a playbook. The first few chapters contained most of the concepts the book delved into around listening, and the rest of the book drew upon the information and expanded upon it.
The Advertising Research Foundation (ARF) announces significant expansion of already powerful Research team with addition of Bob Woodard, EVP - Advertising Effectiveness
GfK SirValUse & nurago Digital Analysis Assists With Enhanced Insights and Data for the Evolving Research Landscape
When it aired on television from 2003 to 2006, "Arrested Development" was a ratings disaster. The beloved Fox comedy's second season averaged out at around 6 million viewers per episode, and it quickly declined from there. Fox, in turn, lowered the episode counts and pit the struggling show against ABC's behemoth, "Monday Night Football," all but killing its chances of success. The series finale barely nabbed 3 million viewers.
Dr. Les Carlson, professor of marketing at UNL, has accepted an invitation to join the Editorial Advisory Board of the Journal of Advertising Research. Carlson has previously been involved with the Journal of Advertising Research as both an author and reviewer.
Vastly-revised program format (despite being crammed into two days) made for more appealing attendee experience at ARF's 6th Audience Measurement Symposium held at Marriott Marquis hotel in New York, June 13-14. Attendees came eager to hear industry leaders proclaim its growing - some say indispensible - role in shaping efficient measurement of scalable cross-platform audience, incorporating digital and mobile.
What Happens When Media Weight Does the Opposite of What We Expect?
Glenn Enoch, VP of Integrated Media Research for ESPN Research+Analytics, is arguably one of the leading researchers in cross-platform research.
Toluna, one of the world's leading online research panel and survey technology providers, announces the three-year appointment of Dr. George Terhanian to the Board of Directors of the Advertising Research Foundation (ARF), an organization dedicated to furthering the scientific practice of advertising and marketing through research.
Even though poor people like you don't have much money, all of the poor people put together have plenty of money. That's why corporations from Nike to Wal-Mart still deign to advertise to you, the poors: because you have to survive, and you also have to use consumer goods to appear as if you're not poor, and you'll spend every last cent doing so. Which adds up to a lot of cents!
At the ARF's Audience Measurement 6.0 Symposium, Nielsen announced its vision for improving local market measurement by combining set-top-box data with Nielsen People Meter data and demographics. Patrick Dineen, SVP Media Product Leadership, The Nielsen Company, and Peter Doe, SVP Measurement Science, The Nielsen Company spoke with us about the implications of this new methodology.
Despite being the second largest online advertising market in the world, the on-going digital marketing programs in Japan don't seem to attract much attention in the United States.
On the occasion of the Advertising Research Foundation's (ARF) Re:Think annual conference in March 2011, a conversation over the subject of neuroscience became so heated that one audience member had to be dragged - all but kicking and screaming - from the discussion.
Monday and Tuesday I was at the ARF's Audience Measurement 6.0, which used to be a symposium but is now a hash tag (#arfam6). I know at least 50 of you were there too, because I saw you.
Advertising Research Foundation Reviews Innovative Media Measurement Company's Solution
An organization that seeks to improve the quality of information about how consumers consume media is releasing its most comprehensive data to date.
As market researchers and trade organizations struggle to brand and own a proprietary metric that will enable measurement of old and new media, Nielsen seemed ready to provide panelists at the Advertising Research Foundation's (ARF) sixth annual Audience Research conference with a new spin on a familiar tool: the gross rating point (GRP).
Turner Broadcasting's cable TV networks are reaping tens of thousands of incremental viewers in their Nielsen ratings that are being ignored by the rest of the TV industry, a top research executive revealed Monday during a panel discussion at the Advertising Research Foundation's Audience Measurement Conference in New York.
Initial results imply targeting of Web ads about as accurate as TV
Research Shows Hit Songs Activate Pleasure, Reward Centers in Adolescent Brains
Rick Boyko, Brian Collins, Gary Elliott, Nancy Hill, Mark Kaline and Ted McConnell Join A-List Roster of Advisors Helping Chart the Course of Advanced Television
Rick Boyko, Brian Collins, Gary Elliott, Nancy Hill, Mark Kaline and Ted McConnell Join A-List Roster of Advisors Helping Chart the Course of Advanced Television
In preparation for the Advertising Research Foundation's Audience Measurement 6.0 Symposium next week, we reached out to Next Gen Market Researcher Tom H. C. Anderson, whose firm Anderson Analytics was one of the first to leverage text analytics in the marketing research industry. Anderson Analytics has since developed a reputation for combining traditional marketing research with new media research.
Symposium Continues Yearlong Celebration of Advertising Research Foundation's 75th Anniversary with World Class Industry Experts Showcasing the Cutting Edge of Advertising Research.
Nielsen Catalina Solutions, a leader in measuring and improving advertising performance, has hired advertising analytics expert Leslie Wood to the newly created position of Chief Research Officer. The position, which reflects the expanding demand for the multi-platform "watch-and-buy" services of Nielsen Catalina Solutions, is effective immediately.
Mobile research presents a great opportunity to add insight to research, says Thomas Edwards, the boss of Synovate's new mobile division. But as numerous providers seek to cash in, will it suffer from the same problems that online research did a few years ago?
The AdAgeStat Q&A With Census Director Robert Groves
For so many years, Nielsen and others have programmed people's brains into thinking that the sweet spot of advertising is the 18 to 49 demographic. Within that group, the even sweeter spot supposedly was the coveted 18 to 34 cohort that fetched the highest advertising dollars.
Researchers have long theorized the relationship between program engagement and advertising effectiveness, but these theories have seldom been tested. Peter Daboll, CEO of Ace Metrix, and Michael Curran, Ph.D. and Director of Insights and Analytics at Ace Metrix, have tested the relationship between engagement and effectiveness, and their results may surprise you. We interviewed Daboll and Curran about their work.
Our capability for delivering complex online campaigns requires research methodology that is sophisticated enough to account for the myriad formats, sites, and success metrics that typify the online media ecosystem. While early online advertising was fairly easy to measure, today's digital ad effectiveness research requires more advanced techniques. In this interview, Molly Elmore, VP of Market Research at InsightExpress, explains how data weighting can help researchers draw accurate conclusions in advertising effectiveness studies.
While word-of-mouth marketing was once mainly the purview of PR agencies, social media data has given market researchers a way to quantify earned media like never before. Here at the ARF, we spend a lot of time helping our members figure out how to translate social media data to business intelligence. We caught up with an expert on the subject to get some insight. Below, Seth Duncan, Research Director at Beyond shares his thoughts about how to optimize earned media.
40 Internationally Renowned Scholars and Practitioners Author Articles on Wide Range of Research, From Print Advertising to Mobile Marketing; Free Download Available To Sample Articles
With Focus on Ad Revenue, Not Exchanging Prime Data, Social-Media Players Hold Upper Hand Over Market Researchers
Network Is Giving Away Its Most Powerful Tools, Even as Marketers Question Paid Ads
Wondering how to best engage consumers in co-creation and generation of deep insights?
Neuroscience has provided a bevy of new ways to get inside consumers' heads. Robert Bain spoke to Graham Page, head of Millward Brown's neuroscience practice, about how researchers are coming round to neuro.
Facebook's Goal: Turning Us All into Marketers
Facebook's Goal: Turning Us All into Marketers
Biggest Research Buyer P&G Says It Wants Less Methodology Dogma, More Projections
GfK Survey also Foresees More Attention to Social Media as Phone Surveys Fade
Without a doubt one of the most buzzed about topics at the ARF re:Think 2011 (and probably in market research in general) was Neuromarketing.
Inconsistency Emerges in Test Results, and Some Top Players Won't Participate
In conjunction with both the opening of a new San Francisco office and the 75th anniversary of the Advertising Research Foundation, marketing firm PeopleBrowsr gathered together some stats about the evolution of social media.
Network Proposes New Model for TV Planning and Buying Based on Viewer Behavior and Attitudes
The Advertising Research Foundation (ARF) today announced the winners of the 2011 ARF David Ogilvy Awards for Excellence in Advertising Research at the Marriott Marquis in New York City.
NeuroStandards Collaboration Project is First Independent Review of its Kind; Helps Marketers Evaluate Neuro- and Biometric Market Research Methods
Award Honors Exemplary Individuals Who Have Contributed to the Quality and Advancement of Advertising Research
Campaigns from Kraft Foods Companies and Procter & Gamble Secure Multiple Spots Across 15 Business Awards Categories; Newcomer Domino's Pizza in the Running for Retail and E-Tail Category Award
Convention Continues Yearlong 75th Anniversary Celebration with Top Industry Speakers, Awards and Presentations of Groundbreaking Research; New Interactive Online Community Connects Re:think Participants in Real-Time
The Next Web - February 19, 2011
The New York Times - February 11, 2011
Report Highlights 2010 Digital Marketing Trends and Implications for 2011 - February 8, 2011
Largest-ever Annual Re:think Convention, Special Edition of Journal of Advertising Research Will Assess State of Advertising Knowledge and Address Future Trends
In Mashable January 25, 2011
The Advertising Research Foundation (ARF) welcomes Michael Heitner as SVP, Member Value. Michael will lead the ARF's member consulting services, with a focus on overall strategic relationship building and member retention. The new appointment highlights the ARF's dedication to delivering value to members by matching member business needs with ARF activities, initiatives and events that can positively impact those needs.
In the New York Times January 23, 2011
In Media Post - January 5, 2011
The Advertising Research Foundation (ARF) today announced the hire of former NBC Universal Senior VP, Strategic Insights & Innovation Horst Stipp, Ph.D. as EVP, Global Business Strategy. The newly-created position reflects the ARF's commitment to the development of global advertising and marketing research and its international members.
Netpop Research, LLC announced today a proprietary technology platform for measuring ad effectiveness and brand lift. With its innovative QuidgetTM technology, Netpop offers advertisers an efficient yet powerful tool for measuring ROI and driving ad sales.
The ARF today announced the launch of the Research Quality Council (RQC). In addition to continuing the successful online research quality initiatives commenced in 2007, the Council will provide leadership and member intellectual capital for the recently announced NeuroStandards Collaboration, as well as for other key research quality initiatives.
The Advertising Research Foundation (ARF) today announced the hire of former P&G digital innovation leader Ted McConnell as EVP, Digital. The newly-created research position reflects the ARF's commitment to strengthen their focus on digital measurement.
In AdAge September 27, 2010
The ARF today announced Engagement 3: NeuroStandards Collaboration, an unprecedented research project that will provide much-needed transparency about biometric and neurological research methods.
The ARF is delighted to announce their partnership with 2010 Advertising Week September 27 to October 1, 2010. A member of the organizing committee for the event, The ARF will be presenting meetings of five of its most popular Councils during Advertising Week, in partnership with Bloomberg.
The ARF announced today that Todd M. Powers, Ph.D. will be joining the ARF as Chief Research Officer by month's end. Dr. Powers comes to the ARF by way of IBM, where he has been since 1998, most recently serving as Director of Brand and Advertising Research in the Market Insights organization.
The ARF announced today that William A. Cook, PhD has returned full time to the ARF as EVP - Research and Standards after completing his sabbatical.
The ARF announced today that beginning September 2010, Joel Rubinson will be changing his relationship with the ARF, focusing exclusively on the ARF's Research Transformation and Shopper Insights initiatives, while beginning an independent consulting practice to work directly with clients on their business issues.
Craig Gugel, most recently, SVP Media Analytics at the Advertising Research Foundation, has left the ARF and has been appointed Chief Research Officer at LogicLab Inc. (a division of Merkle Inc.). While at the ARF, Gugel was responsible for managing the organization's 360 Media & Marketing Super Council initiatives as well as those for the ARF's Ad Effectiveness, Audio, Print and Video Councils.
The ARF announced today that David Marans will be joining their elite research team as EVP Media.
In MediaBizBloggers - July 13, 2010
In Fast Company July 6, 2010
In destinatinCRM.com June 13, 2010
In RBR.com June 3, 2010
In Agencyspy May 11, 2010
In Agencyspy May 11, 2010
The industry eagerly welcomed the Research Transformation Super Council, with a packed room for the first general meeting on Friday May 7th.
In Mashable - May 3, 2010
In MediaPost Blogs March 25, 2010
In Fast Company March 23, 2010
In Communispace verbatim March 23, 2010
In Advertising Age - March 22, 2010
2010 Re:think speaker and author of Emotional Branding thanks The ARF for contributions to the industry.
In Advertising Age - January 11, 2010
The Days of Accepting "Half My Advertising Is Wasted" Are over!
In SocialTimes - November 17, 2009
Innerscope Research, the measurement leader in biometric insights for media and marketing companies, announced today that it is the first neuroscience-based biometric company validated by the Advertising Research Foundation's (ARF) research review process.
In Financial Times October 28, 2009
Survey Sampling International (SSI) announces that after thorough review, the company is endorsing the ARF's recently announced QeP initiative for the enhancement of quality in online research.
Council adds MTV Networks Todd Cunningham and A&E Television Networks David Marans as Co-Chairs
Pilot tests with The Coca-Cola Company, Bayer, General Mills, Capitol One, GM, Microsoft, Kraft and Unilever, accounting for a half billion dollars of marketing research purchasing power, are currently underway.
In a special meeting of the ARF's Online Research Quality Council (Sept. 29, 2:00 to 4:00 PM, Time Warner Center, 10th Floor Screening Room), the ARF will unveil a new Quality Enhancement Process (QEP) Version 1.0 - the culmination of the industry's most extensive online data quality research-on-research project ever completed.
In a major expansion move, social media trailblazer Lynne d Johnson has joined The ARF as Senior Vice President, Social Media, it was announced today by Robert Barocci, President and CEO.
A "must-see" session at Advertising Week 2009, will be presented by The ARF Multicultural Advertising Council on Tuesday, September 22, at which Nancy Bates, Senior Researcher for Survey Methodology at the U. S. Census Bureau, will share the results of a powerful new segmentation program developed by the U. S. Census Bureau, which will drive marketing and advertising of the 2010 Census.
Research industry associations that joined together in the fall of 2008 to address online panel research quality under the Association Collaborative Effort (ACE) have announced their first collaborative development: a comprehensive set of terms and definitions for online research.
Steve Coffey, Chief Research Officer for The NPD Group, has been named co-chair of the Advertising Research Foundation's (ARF) Online Quality Research Council (ORQC). Coffey joins Stan Sthanunathan, VP of Marketing Strategy and Insights at Coca-Cola, also co-chair. He succeeds Bob Tomei, of IRI, who established the committee in 2007 and will remain on the council's governing board.
At a time when most industry organizations are struggling, 53 new members have joined the ARF in the first half of 2009 - a 33% increase over 2008.
The Advertising Research Foundation (ARF) Audience Measurement 4.0 conference was devoted to helping members get a deeper understanding of how media audiences can be measured, how those measurements can be demonstrated and validated to advertisers, and how those measurements can be translated into increased return on investment for marketers.
Council adds Nielsen's Lorraine Hadfield and Mediaedge:cia's Kim Vasey as Co-Chairs
In Research June 10, 2009
The ARF hosted a pivotal Online Research Quality Council meeting that revealed a bold 90-Day Plan to address many of the major issues surrounding online data quality, driven by conclusive research results from the Foundations of Quality study, combined with the wisdom and guidance of industry leaders that are represented on the Council.
Offers Media Forecasts and Biometric Emotional Response and Behavior Sessions
Stan Sthanunathan, Vice President - Marketing Strategy & Insights at Coca-Cola pushes for aggressive and collaborative action to address the industry's online data quality issue; Replaces Kim Dedeker who has left Procter & Gamble Company to join Kantar; Robert (Bob) Tomei of IRI continues as the other co-chair.
Following the successful presentation of the preliminary results of the Foundations of Quality (FoQ) research-on-research study at the ARF's annual Re:Think 2009 conference, a new Industry Solutions Committee has been formed to use the findings to increase transparency and improve our understanding of online research quality issues to help build greater client confidence in online results.. Leading this committee will be Co-Chairs Mark Berry, EVP Business & Consumer Insights, Synovate; Anne Hedde, President & Global CEO, Lightspeed Research; and Tomas Emmers, Consumer & Marketing Insights Director, Unilever.
The Advertising Research Foundation (ARF) today proudly announced recipients of the ARF 2009 Great Mind Awards at a special luncheon session during Re:think: The ARF Annual Convention + Expo, being held this week at the Marriot Marquis Hotel in New York City. Sponsored by Harris Interactive, the ARF Great Mind Awards honor research innovation, rising research stars and important member contributions to the field. The Awards recognize individuals who bring excellence to and advance the art and science of advertising research.
The Advertising Research Foundation (ARF) announced last night the winners of the 2009 ARF David Ogilvy Awards for Excellence in Advertising Research, as part of Re:think: The ARF Annual Convention + Expo, being held this week at the Marriot Marquis Hotel in New York City. Over 500 advertising executives were in attendance at the awards ceremony to honor the winners.
Stan Sthanunathan, vice president for marketing strategy and insights at the Coca-Cola Company, Atlanta, was named as the co-chairman of the Online Research Quality Council of the Advertising Research Foundation, New York. He joins Robert Tomei, the other co-chairman, and assumes duties from Kim Dedeker, who left the Procter & Gamble Company to join Kantar, part of WPP, as chairwoman for the Americas.
MORNING COFFEE, is a new online service designed to deliver the most current industry statistics, trends, research and perspectives to ARF members and the industry,
In response to increased demands by employers and recruiters for highly qualified research, advertising and marketing professionals as job candidates, and to better assist jobseekers who turn to the Advertising Research Foundation (ARF) for guidance, the ARF has announced the launch of its new Career Center.
In Research - March 5, 2009
The ARF announced its finalists for the 2009 ARF David Ogilvy Awards today. The program received a 41% increase in entries over last year.
In BRANDWEEK - March 2, 2009
In AdAge February 25, 2009
In Brandweek and Adweek - February 25, 2009
In its latest industry initiative, The ARF hosted the inaugural meeting Monday, February 23rd, of its Shopper Insights Council, a thought-leadership group devoted to the challenge of reshaping industry thinking about shopping as an integral part of the brand experience. Over 100 shopper insights and shopper marketing leaders participated.
The ARF is rewriting the ways of research. Through social media and digital technology, they are finding a window into the soul of the consumer that never existed before. "We are creating a roadmap that combines this rich source of insights with the new lens provided by cognitive science, behavior economics and anthropology. Our industry is at a watershed moment for how we go about uncovering insights that will inspire a marketing organization. And the gateway for this is our Annual Convention." says Joel Rubinson, ARF Chief Research Officer.
In Daily Research News Online -January 28, 2009
In AdAge January 27, 2009
In a major expansion move, media industry veteran Craig Gugel has joined The Advertising Research Foundation (ARF) as Senior Vice President, Media Analytics, it was announced today by Robert Barocci, President and CEO.
Marketers have been quick to begin using social media for marketing campaigns but the Advertising Research Foundation believes that the real payoff from social media will turn out to be new consumer insights that can be turned into innovation and better customer relationships.
In a historic demonstration of industry collaboration, the Advertising Research Foundation (ARF) through the efforts of the Online Research Quality Council (ORQC) has brought Procter & Gamble, Coca-Cola, Kraft, Microsoft, Bayer, Capital One, General Motors, and ESPN together with leading research companies and industry associations to launch the largest research-on-research project to date, called the "Foundations of Quality."
Media industry leader, Tonya Deniz, has joined The Advertising Research Foundation (ARF) in the new post of Senior Vice President, Member Value, it was announced today by Robert Barocci, ARF President and CEO.
In a reflection of The Advertising Research Foundation's growing impact, Facebook heads a list of 34 new members who have joined since June, representing a cross-section of the advertiser/ad agency/media/research and academic communities, it was announced today by Bob Barocci, President and CEO, who stated that "this wide-ranging group is a powerful example that our broadening research outreach is truly making a difference to marketers everywhere."
The prestigious David Ogilvy Awards for Excellence in Advertising Research are presented annually by The Advertising Research Foundation (ARF). To mark the 15th anniversary of the awards, Robert Barocci, President and CEO of The ARF, today announced a new Multicultural category award.
In Broadcasting & Cable - September 22, 2008
In AdAge September 15, 2008
New research by MTV Networks, discussed in a recent online marketing council, begins to track consumer behavior in virtual worlds linked to media properties.
In AdAge August 25, 2008
In Research - August 4, 2008
In a move to further enhance its industry impact, the Advertising Research Foundation (ARF) has named Kimberley B. Dedeker, Vice President, External Capability Leadership - Global Consumer & Market Knowledge, The Procter & Gamble Company, as Chairperson of the Online Research Quality Council (ORQC) Client Advisory Board, it was jointly announced today by Robert Barocci, ARF President and CEO, and Robert Tomei, Chairman of the ARF/ORQC, and President, Consumer & Shopper Insights, Information Resources, Inc.
Laura Sarasua has joined The Advertising Research Foundation (ARF) as Marketing Director, it was announced today by Robert Barocci, ARF President and CEO.
In Your Metals News July 21, 2008
In Research - July 21, 2008
In Research - June 30, 2008
A bad pun on a Sigourney Weaver movie, but let's face it, TV is still the 800-pound gorilla in the media mix. However, with the explosive growth of Internet advertising, viral/social community/event approaches, and shopper marketing, the questions concerning TV advertising's ROI have gotten more acute than ever.
A veritable "who's who" of industry leaders were elected to the Advertising Research Foundation (ARF) Board of Directors at last night's Annual Meeting, it was jointly announced by Robert Barocci, ARF President and CEO, and Stephen Kim, Global Marketing Director of Microsoft Digital Advertising Solutions and ARF Board Chairman.
The Advertising Research Foundation has signed twenty-three new members so far this year, it was announced today by Bob Barocci, President and CEO.
Adweek reports that MTV's study provides breakthrough and compelling evidence demonstrating the impact of viewer engagement with programs and brands soars when digital platforms are added.
Ad Age profiles Joel Rubinson, the ARF's new Chief Research Officer, who wants market research to be seen as cool. Check out his reasons why and the sidebars on cool researchers.
A major industry-wide initiative "Foundations of Quality" - designed to provide knowledge-driven answers to client questions about the overall quality and effectiveness of online market research, was launched today by the Advertising Research Foundation (ARF)
The ARF Ogilvy Awards, sponsored by Microsoft Digital Advertising Solutions, awarded Ameriprise Financial the Grand Ogilvy Award for their "Dreams Don't Retire" campaign. Other industry awards included the Business Achievement Award for New Product Launch, which went to Journey Diamond Jewelry for its "With Every Step Love Grows" campaign. Additionally, the Business Achievement Award for Brand Repositioning went to Wal-Mart for its "Save money. Live better" campaign.
The move suggests a fundamental shift in the ARF's focus from the tenure of its previous chief research officer, Joe Plummer, who was engaged primarily in, well, engagement.
Business-to-business marketers have long debated whether B-to-B events sponsorships and other event marketing are effective only for boosting sales in the short term--or also have longer-term, brand-building value.
"The mission is going to be to move it to action," says Ray Pettit, who has been managing the ARF's efforts since last September when Joe Plummer stepped down as chief research officer, and the de facto head of its engagement efforts.
In a major commitment to the emerging field of neuroscience media research, Nielsen Co. this morning said it has made a strategic investment in NeuroFocus, a company specializing in the science of brainwave research, especially as it relates to measuring the effectiveness of advertising, programming and other forms of media messaging.
New York, New York February 6, 2008 The Advertising Research Foundation hosts a pre-Valentine's Day web cast on February 13th for marketers who want to "woo and win" women to their market. The case-focused web cast will be led by Marie Lemerise, President of the Tapestry Group
Here's a Data Points item I wrote for our 1/21 issue. Unfortunately, the ARF doesn't provide a link to that article.
The stage is set for Re:think 2008 The 54th ARF Annual Convention + Expo. This three day conference tackles the tough issues facing marketers and advertisers today. Attendees will gain clarity navigating the uncertain and fast changing media landscape. The ARF is pleased to announce that Gian Fulgoni, Chairman and co-Founder of comScore, Inc. will co-chair this year's event.
A veritable “who’s who” of industry leaders have been elected to the Advertising Research Foundation's Board of Directors.
Meet the Board of Directors »
See who is hard at work behind the scenes of ARF's conferences, member events, and research initiatives.
Meet the staff »