Making Better Media Decisions [ARF Media Model]
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.
Member Only Access