1. Welcome to the Advertising Research Foundation

2. About the ARF The ARF turns 75! Founded in 1936 by the ANA and the 4A’s OUR MISSION: To improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications OUR GOAL: ARF membership has a significant impact on your thinking, strategic planning, and business growth

3. 400 corporate members across 6 ContinentsMARKETERS RESEARCH COMPANIES MEDIA COMPANIES AGENCIES

4. Digital/Social Media in the Purchase Decision Process (Todd Powers, EVP, Primary Research) Deliver breakthrough learning about the use of digital/social media in shoppers’ purchase decisions that marketers/advertisers can use to enhance the impact of online media in business-building integrated marketing plans. ARF Research Initiatives

5. AFI – Advertising Format Impact (David Marans, EVP, Media) The largest known independent investigation into ad format impact of its kind. Sponsor Google will provide the topline results (i.e. relative indices) at no cost to the industry. Those engaged in planning, buying and evaluating TV/online can apply these indices to make more informed decisions. ARF Research Initiatives

6. NeuroStandards Project (“Neuro 1.0”) (Horst Stipp, EVP, Global Business Strategy, and Bob Woodard, EVP, Advertising Effectiveness) Improvement in neuromarketing research practices. The White Paper is being used by member companies to help determine the best use of different neuromarketing methodologies. Insights from the project have resulted in “Neuro 2.0.” ARF Research Initiatives