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Research papers

ARF model for evaluating media

More relevant and more realistic measures of media performance are now within our grasp. We must open our minds and we must open our pocketbooks to realise the benefits these data offer for more efficient and more effective advertising campaigns....

Catalogue: ARF Guidelines Handbook
Author: ARF (Advertising Research Foundation) B.V.
June 15, 1990

Research papers

Ernest Dichter

ERNEST DICHTER is the founder and president of Ernest Dichter Associates International, Ltd. He also founded the Institute of Motivational Research and is recognized internationally as the leading exponent and practitioner in this field. He developed...

Catalogue: ARF Guidelines Handbook
Authors: Rena Bartos, Ernest Dichter
June 15, 1990

Research papers

Foreword

The Advertising Research Foundation (ARF) was founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies to advance the state of the art of advertising, marketing, and media research. It is an...

Catalogue: ARF Guidelines Handbook
Author: Michael J. Naples
June 15, 1990

Research papers

Daniel Starch

Replay from Daniel Starch to Daniel Starch about the invitation of attending at the 50th Anniversary Luncheon of the Market Research Council, and hand-wrote letters.

Catalogue: ARF Guidelines Handbook
Author: Daniel Starch
June 15, 1990

Research papers

Archibald Crossley

ARCHIBALD CROSSLEY originated many of today's market research techniques. Founder of Crossley Surveys., he is widely noted for having been the first to measure audiences with his Crossley Radio Ratings, an innovation that, in the 1920s, laid the...

Catalogue: ARF Guidelines Handbook
Authors: Rena Bartos, Archibald Maddock Crossley
June 15, 1990

Research papers

Hans Ziesel

HANS ZIESEL is Professor Emeritus of law and sociology at the University of Chicago Law School. Born and raised in Czechoslovakia, he devoted the first 15 years of his American life to market and advertising research, as teacher, author, and...

Catalogue: ARF Guidelines Handbook
Authors: Hans Ziesel, Rena Bartos
June 15, 1990

Research papers

Founding the fathers of advertising research

As we mark the 50th Anniversary of the Advertising Research Foundation, it is fitting that we look back to the pioneers who explored the unknown territory of advertising research during our first fifty years. We are fortunate in having an oral...

Catalogue: ARF Guidelines Handbook
Author: Rena Bartos
June 15, 1990

Research papers

George Gallup

GEORGE GALLUP is executive head of the Gallup Organization, Inc. Author of many books and articles on public opinion research, he has been the recipient of five awards for outstanding achievement, including the Advertising Gold Medal Award -1964 and...

Catalogue: ARF Guidelines Handbook
Authors: Rena Bartos, George Gallup
June 15, 1990

Research papers

Henry Brenner

HENRY BRENNER has been associated with several research companies, many of which he founded. These include NPD Research, Acker Retail Audits, McCollum/Spieiman, OPOC Computing, Marketing Evaluations, and Home Testing Institute, among others. He is a...

Catalogue: ARF Guidelines Handbook
Authors: Rena Bartos, Henry Brenner
June 15, 1990