The ARF 360° Model: The Human-Centric Approach

Fri, 13 Nov 2009 00:00:00 -0500
Event Recaps

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.