Advertising Research Foundation (ARF)

Not-for-profit corporate membership association, headquartered in New York City and founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, that oversees media research and works toward "more profitable marketing through more effective research." Key research projects in the 1990s have netted achievements representing more than $4 million worth of primary research in studies such as the Copy Research Validity Project, which redefined the area of copy testing, and the ARF/Ad Council Study to determine the impact of public service advertising. Combined membership represents more than 400 advertisers, advertising agencies, research firms, media companies, educational institutions, and international organizations.