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As Advertising Research Foundation President Jim Spaeth sets the organization's plans for 1997, he will have a newly installed management team helping him pave the way to improved research standards.

Coming on board last week were Gabe Samuels, 56, as senior VP-research; and Bill Cook, 54, as senior VP-communications and member relations, a new post.

Mr. Samuels previously was VP-new media at Mediamark Research Inc.; he succeeds Larry Stoddard, who retired this summer.

Mr. Cook, who most recently was a consultant, will concentrate on the ARF's Journal of Advertising Research and the research guidelines that are regularly sent to members.


"It's going to really strengthen the organization," said Mr. Spaeth, who succeeded Michael J. Naples as president in October.

As this organization of advertisers, agencies, media and research companies prepares for the future, it is working to adapt to the marketplace with the growth of disciplines like Internet advertising and direct mail.

"Everything now has to be better, faster and cheaper," Mr. Spaeth said, pointing out shifts in business and technology. "I want us to acknowledge, adapt and master the new environment."

"We have to find ways to reach out and embrace our members and give them what they need," he added.


One way the ARF is going to assist agency members is by building stronger relationships with account planners. Mr. Spaeth said that as agencies focus on account planning departments rather than research departments, the ARF will strive to "get a decent dialogue going with account planners and provide them with the information they need."

The ARF wants to make sure updated and pertinent information is accessible to all planners.

Mr. Spaeth said understanding the value of and determining how to measure the Internet are other vital concerns for the ARF. The foundation is planning its first-ever interactive media measurement symposium for February.

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