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From its humble beginnings as a committee of the Association of National Advertisers, the Advertising Research Foundation has grown to become a major player in the advertising community.

Its landmark studies and reports have provided advertisers and researchers the benchmarks needed to evaluate media. Educators use the group's publications as a guide for future generations.

From its first modest study of store window traffic in 1936 to last fall's major industry conference on interactive media, ARF has been promoting the need for better advertising and media research.

This year, as it celebrates its 60th anniversary, ARF is grappling with new challenges, including the problems of evaluating interactive.

This commemorative section includes a review of ARF's history, comments on its role by research and advertising industry leaders and a look at its various works and services.

It is also a salute to all those advertising, marketing and research executives who have contributed their time and effort to ARF over the last 60 years.

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