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The Days of Accepting “Half My Advertising Is Wasted”… Are over!
Bob Barocci, President/CEO of the Advertising Research Foundation announced today that (to everyone’s pleasant surprise!) the ARF is on record-setting pace to attract more new members than ever before. “To date, through November,” he said, “we have attracted 68 new members this year, including such industry leading advertisers as MasterCard, Anheuser Busch, Motorola, Subway, Schering-Plough, American Express, SC Johnson, Electronic Arts, Bristol-Myers Squibb and others. Wow!”
“This is especially gratifying,” he noted, "because it demonstrates that our new research initiatives are clearly resonating.”
Those initiatives include the Shopper Insights Council, 360 Media and Marketing Super Council, Research Transformation Super Council, Multicultural Marketing Super Council, Digital Media Council, Social Media Council, and a major program devoted to the increasingly important subject of Listening…all of which have been lauded for helping the industry address critical business needs in a challenging economy.
New advertising agency member Crispin Porter + Bogusky affirms that as Trina Arnett, Chief Analyst, stated: “In building the Analytics capacity for our agency, membership in the ARF is a must-have tool for the tool belt, as its broad reaching, cross-category research is a critical asset that can be leveraged both internally (across functions) and externally(with clients). In addition, we are excited to have the opportunity to be involved in the exploration and development of cutting-edge research and measurement approaches that will complement the rapidly-changing market environment that is affecting us all.”
Joel Rubinson, Chief Research Officer at the ARF further noted: "Companies are joining to be part of our industry-leading initiatives regarding online research data quality, redefining the role of research (what we call ‘research transformation’), and the vision we are building for succeeding in a 360 media and marketing world.” Rubinson added, "Our progress on social media as both a source of insights and marketing opportunity is particularly attractive to our newest members.”
NOTE: For a list of the new members, representing a wide range of advertisers, Retailers, ad agencies. media companies, research companies and academic institutions, visit http://thearf.org/assets/new-members.
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