This report is an update of the Advertising Research Foundation’s historic 1961 monograph, "Toward Better Media Comparisons." It has been revised to include new levels of paid media performance—attentiveness, persuasion and response—and to consider new media types, especially online media and Interactive TV.
This new ARF media model contains eight levels at which media performance can be measured to
help marketers plan their advertising campaign: vehicle distribution, vehicle exposure, advertising exposure, advertising attentiveness, advertising communication, advertising persuasion, advertising response, sales response.
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The Attribution & Analytics Accelerator returned for its eighth year as the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. The boldest and brightest minds took the stage to share their latest innovations and case studies. Modelers, marketers, researchers and data scientists gathered in NYC to quicken the pace of innovation, fortify the science and galvanize the industry toward best practices and improved solutions. Content is available to event attendees and ARF members.
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The ARF POV is that creative quality is essential for both short- and long-term. Balancing the long-term brand building and short activation of the creative is critical as both strong brand equity and sales, and other "softer" metrics (e.g., reputation, trust, etc.), are important to the survival and growth of the brand. A review of the large body of research on this topic identified the following best
practices and general guidelines.
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