What 80 Years of Study Means For the Future of Advertising Research

Horst H. Stipp

10 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies American History and Culture Advertising and Communication Studies

Abstract

The Advertising Research Foundation (ARF) was founded in 1936 with a mission to improve the practice of advertising, marketing, and media research in pursuit of more effective marketing and advertising communications. True to that mission, during its 80th year in 2016, the ARF launched a major new

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1999How Advertising Works: What Do We Really Know?1996Modeling the Impact of Olympic Sponsorship on Corporate Image 2015How Reliable Are Neuromarketers’ Measures of Advertising Effectiveness?2015Does Traditional Advertising Theory Apply to the Digital World?2015The Evolution of Neuromarketing Research: From Novelty to Mainstream 2015Cross-Platform Advertising:Current Practices and issues for the Future 2016How to Use Neuromeasures To Make Better Advertising Decisions 2013Second-by-Second Analysis of Advertising Exposure in TV Pods

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