"The ARF is Madison Avenue's de facto research authority." 
The ARF is the premier advertising industry association for creating, aggregating, synthesizing, and sharing the knowledge required by decision makers in the field. Our mission is to improve the practice of advertising, marketing, and media research in pursuit of more effective marketing and advertising communications.
Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising, and profitable organic growth.
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