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Understanding Emotional Response is Key to Successful Advertising

January 18, 2012

NEW YORK – January 18, 2012


The Advertising Research Foundation released a new white paper on January 12 presenting complete findings from phase one of its groundbreaking NeuroStandards Collaboration Project. This landmark study was designed to help the industry apply the capabilities of neuromarketing to real marketing issues and decisions.

The white paper, “Uncovering Emotion:  Using Neuromarketing to Increase Ad Effectiveness” is the first major validation study to assess neuroscience as it applies to media and advertising response. 

Eight neuromarketing vendors from around the world participated in the study. An array of methods were evaluated by an independent team of academic reviewers with expertise in methods evaluated in the study, namely:  facial coding, biometrics, electroencephalography (EEG), quantitative EEG, steady-state topography (SST), facial electromyography (fEMG), and functional magnetic resonance imaging (fMRI). 

The academic experts concluded that while neurological and biological research has the potential to provide important new insights for the evaluation of commercials and other visual stimuli, there is a need for continued validation efforts to strengthen this field.  The authors encourage advertisers to experiment with neuromarketing techniques that undoubtedly complement traditional methods by shedding light on the emotional response to advertising. 

The study was sponsored by eight major marketers:  American Express, Campbell Soup Company, Clorox, Colgate-Palmolive, General Motors, The Hershey Company, MillerCoors, and JP MorganChase; and four major TV networks:  ESPN, Viacom Media Networks, NBCUniversal, and Turner. The project was also supported by Dentsu, Publicis Groupe, A&E, and Warner Bros. 

Phase two of the project, “NeuroStandards 2.0:  How Advertising Works Today,” will build on phase one, providing a robust, comprehensive evaluation of predictive validity for neuromarketing, traditional research, and other implicit approaches. 

About the Advertising Research Foundation (ARF):
Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF is dedicated to aggregating, creating and distributing research-based knowledge that will help members make better advertising decisions. ARF members include more than 400 advertisers, advertising agencies, associations, research firms, and media companies. The ARF is the only organization that brings all members of the industry to the same table for strategic collaboration. In 2011, the ARF celebrated its 75th Anniversary as the industry's authoritative source of advertising knowledge. The ARF is located at 432 Park Ave. South, 6th Floor, New York, NY 10016 and on the Web at

Media Contact:
Leslie Hutchings
Marketing & Communications Director


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