RESEARCH THAT CREATES A FOUNDATION FOR ADVERTISING'S FUTURE

William A. Cook

Journal of Advertising Research, 1996, vol. 36, issue 1, 11-19

Abstract: BC: (Bill Cook) Mike, you've been the president of the ARF for 15 years. How has the ARF changed to meet the needs of the industry during that time?MN: (Mike Naples) The basic mission of the ARF and the way it serves the needs of its members has not really changed, because the ARF is a very unique organization. It's a combination of a research institute that accomplishes research studies, and has paid researchers to do so, and it is also an association of member companies that serves the needs and the interests of its members. There's no other non-profit research organization in the world with quite that unique profile.

Date: 1996
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