OVERVIEW: THE ARF MEMBER COUNCILS
Addressing today’s biggest issues facing our members… by our members.
The ARF Councils provide members with the opportunity to advance thinking by sharing ideas, knowledge, and experience with others in the field on topics that matter the most to them.
Involvement in the Councils opens the door to an extensive peer network and enables members to make their mark on high visibility projects in the industry.
The ARF Councils
The Analytics Council focuses on ways that companies can address emerging challenges and leverage opportunities with the expanding array of available media and marketing data.
The Cognition Council explores the way consumers’ attention, emotional response, and memory are affected by their use of multiple media platforms and level of conscious or sub-conscious receptivity to media or messages.
The Creative Council develops guidelines for using research to optimize effective advertising creative by compiling definitions of advertising testing terms and exploring new language, theories, and tools to enhance understanding of how advertising research and data can be used to increase the power of advertising creative.
Cross-Platform Measurement Council
The Cross-Platform Measurement Council seeks out best practices in cross-platform measurement by exploring and reporting on information from providers of cross-platform measurement, identity resolution and attribution research about their methods, capabilities, and challenges.
Cultural Effectiveness Council
The Cultural Effectiveness Council seeks insights that drive business growth among multicultural and generational groups by building on knowledge and explaining approaches that maximize return from advertising to a more culturally diverse population.
The Social Council assesses best practices in the measurement of natural language processing, sentiment analysis, social marketing, and social media influencers and their effects in driving both upper and lower funnel brand metrics.
The L.A. Council was established to deal specifically with the issues and challenges of the L.A. community that may not have received enough attention in the overall marketing ecosystem. At this time, it consists of researchers at media companies who have formed three Working Groups to address the issues they consider most pressing.
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