The Advertising Research Foundation is a New York City based non-profit with 25 employees whose principal mission is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.

How we serve the advertising industry

• Setting the research agenda that meets advertiser needs for advanced learning.
• Leading the industry appropriate research initiatives required for advancing learning.
• Providing opportunities for industry thought leaders to debate, challenge, network and collaborate.
• Convening its Annual Convention as the platform to announce significant industry learning.
• Focusing academic leading thinkers on advertiser critical issues and providing the opportunity to publish their learning in the Journal of Advertising Research.
• Providing platforms for members to announce their innovations in learning, products or research services through workshops, webcasts, trade shows, council meetings and conferences.
• Operating the Roy Morgan InfoCenter at The ARF as a state of the knowledge resource on all key industry issues.
• Developing, publishing and promulgating industry standards and guidelines.
• Providing training programs for executives in each of our family of industries designed to improve the practice and use of research in organizations.
• Running the Annual David Ogilvy Awards Program and analyzing, articulating and promulgating the learning inherent in the finalist case histories.