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ARF White Papers are free to ARF Members. For non-members, the cost is $129 per paper.

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To access the ARF’s white papers, go to myARF.

Measures of Engagement: Volume I

To further encourage constructive dialogue, experimentation with engagement measurement and robust efforts to validate the predictive potential on brand preference, brand loyalty and sales, the ARF assembled a baker’s dozen of measurement approaches.

Measures of Engagement: Volume II

Volume II is rather heavy on the measurement of engagement in brand messages, but that is a welcomed shift in focus. This area (affectionately known as copy testing) has seen little innovation in theory and measurement in the past several decades. So, we are pleased to feature a range of innovative, yet empirically tested approaches to measuring engagement in the brand message.

Engagement: Definitions and Anatomy

It is the purpose of this white paper to engage all of us in engagement as a critical advertising paradigm to replace GRPs in the 21st century.

Experiential Marketing: A Master of Engagement Research

Available for sale in electronic copy only, Experiential Marketing: A Master of Engagement Research on How Engaging Events Pay, synthesizes and extends the studies sponsored by the Event Engagement Consortium to determine how B-to-C event sponsorship and B-to-B trade shows integrate with other marketing activities in creating brand demand.

On the Road to a New Effectiveness Model: Measuring Emotional Responses to Television Advertising

The learning summarized in this report is based on the study of 33 television ads selected from a dozen consumer product/service categories by planning directors at AAAA’s agencies. All the campaigns were judged to have created market impact. In each category at least one ad was judged to be predominantly a “story-telling” ad and one was judged to be predominantly a product or service feature-focused ad with an argument for its value. The white paper contains five key findings, ultimately demonstrating that the story-telling ads generate effectiveness by engagement, rather than by repetition or tonnage. Available in hard copy and electronic.

To Obtain or Purchase
To access the ARF’s white papers, go to myARF.