Abstract:

This committee was established in response to an industry need for clarification of the issues involved in measuring the effectiveness of advertising through media. Now the committee has recommended, and ARF’s Board of Directors has agreed, that this report be published. That three years were required reflects the importance and complexity of the problem. No one who contributed to this report believes it to be a final solution. Rather, they regard it as an expression of current thinking. It offers a model and a terminology to describe the advertising process and indicates what facts are needed to enable one to make sound media comparisons.