Advertising Research Foundation

The Advertising Research Foundation (ARF) is a nonprofit industry association for creating, aggregating, and sharing knowledge in the fields of advertising and mass media. It was founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies. Its stated mission is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.

Its membership consists of over 400 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations.^[1]

The ARF conducts several research initiatives. It publishes the Journal of Advertising Research, a peer-reviewed academic periodical. It also sponsors a variety of advertising-related marketing research endeavours and hosts periodic conferences on advertising and media-related topics. The ARF operates the Roy Morgan Information Center as a clearinghouse for advertising research, promulgating industry standards and guidelines, and it provides training and administers the annual David Ogilvy Awards Program.