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Advertising Research Foundation

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Advertising Research Foundation
A non-profit organization in the United States that collects, analyzes and disseminates information on the American advertising industry. It conducts and publishes research in a number of ways; one of its most prominent tools is the Journal of Advertising Research, a peer-reviewed periodical it publishes. ARF was established in 1936 and is based in New York City.


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A whitepaper entitled, "The Sharability Measure: What Makes Consumers Share Viral Marketing Communications" that outlines the new tool was presented last week at the March 31-April 2 Re:Think 2008 Annual Conference by The Advertising Research Foundation and is available for download at http://www.
Among the speakers are Joseph Plummer, chief research officer for the Advertising Research Foundation, and Kenneth Nejer, senior manager of interactive and relationship marketing for GlaxoSmithKline Consumer Healthcare.
Thornton Lockwood, in an address to the Advertising Research Foundation Validation Key Issues Workshop in 1981, cited substantial evidence to demonstrate that persuasion and recall are independent measures that represent totally different advertising values.
 
 
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