The Advertising Research Foundation (ARF) is celebrating 90 years of advancing the scientific practice of advertising and marketing, launching a year-long anniversary that kicks off at ...

In a groundbreaking shift for the marketing world, artificial intelligence (AI) is granting professionals a power previously out of reach—the ability to deeply understand the elusive “WHY” behind ...

While a substantial body of research shows that emotionally charged advertising enhances brand recall, the neuromarketing literature still lacks a clear ...

B2B advertising is increasingly driven by data, AI and personalized account-based strategies, new research revealed. The “2024 State Of B2B Advertising” — fielded by account-based marketing (ABM) ...

Today's marketers have more tools, technology, and data than ever before, with sophisticated strategies in place to build lasting customer relationships. This is according to the State of Marketing ...

NEW YORK--(BUSINESS WIRE)--The Advertising Research Foundation (ARF) today announced the 2023 David Ogilvy Awards finalists, with winners to be named at a ceremony on October 4 at 4:30pm ET in ...

As more viewers watch TV content on other devices, the Advertising Research Foundation calls for the term "TV households" be replaced to "TV accessible households". (Photo by Jakub Porzycki/NurPhoto ...

As AI permeates more areas of business, there is legitimate concern over whether it will eventually take jobs from people. It’s been a big area of debate in the research space, where I’ve worked for ...

NEW YORK--(BUSINESS WIRE)--Comcast Advertising today released a new report titled “TV Makes Memories.” The report highlights how ads in the television environment have a unique ability to drive ...

This concentration focuses on gaining insights into the market and its customers. Marketing Research introduces basic survey and analytical methods for studying consumer attitudes, opinions, ...

NEW YORK—The Advertising Research Foundation (ARF) has proposed a new framework that would reclassify how U.S. households connect to TV. It would replace the pay TV ...