
not-for-profit corporate membership association, headquartered in New York City and founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, that oversees media research and works toward "more profitable marketing through more effective research." Key research projects in the 1990s have netted achievements representing more than $4 million worth of primary research in studies such as the Copy Research Validity Project, which redefined the area of copy testing, and the ARF/Ad Council Study to determine the impact of public service advertising. Combined membership represents more than 400 advertisers, advertising agencies, research firms, media companies, educational institutions, and international organizations.
Industry Associations
ARF - Advertising Research Foundation
Advertisers, advertising agencies, research organizations, associations, and the media are regular members of the foundation; colleges and universities are associate members. Objectives are to: further scientific practices and promote greater ...
Members: 355
Founded: 1936