The ARF 360° Model: The Human-Centric Approach
November 13, 2009
The Advertising Research Foundation's (ARF) media effectiveness model is currently being revised to better reflect how consumers process ad messages in today's heavily digital media environment. Craig Gugel, senior vice president, media analytics, ARF, presented a Toyota Prius case study to illustrate some features of the ARF's model.
Members Only Content
This content is available to ANA Members only. Please login below or create an account.
You may already be a member. Find out if your company is already an ANA member.
