ARF Appointment and Award

In the USA, the Advertising Research Foundation (ARF) has announced the appointment of Dr. Don Diforio as Senior Vice President, Research. The organisation recently honoured Howard R. Moskowitz with its first Research Innovation Award.

Dr. Diforio was previously First Vice President of Advertising Effectiveness Research at Washington Mutual Bank. His new responsibilities include managing the ARF council and Webcast programmes, the ARF ROI initiatives, including the Ogilvy Awards Knowledge Programme, and providing leadership on ARF research projects.

He brings to the ARF many years of experience from the advertiser perspective on how to most effectively apply research to advertising strategy, creative development, media planning, and ROI measurement.

At the recent Annual Convention & Expo, the ARF announced the winners of its First Annual Awards for Excellence. President Bob Barocci presented the Foundation's first Research Innovation Award to Howard R. Moskowitz, Ph.D., President of Moskowitz Jacobs Inc., in recognition of his ground-breaking work on Rule Developing Experimentation (RDE). Barocci said Moskowitz has been 'a true innovator his entire career.'

Rule Developing Experimentation (RDE) extends 'zero based knowledge', an idea championed by Moskowitz a few years ago. RDE couples easy-to-use Internet-enhanced experimental designs (similar to conjoint analysis) with high-level, automatic analyses to reveal the impact of different communication elements as drivers of interest in a message, and as drivers of engagement.

Moskowitz Jacobs is online at www.mji-designlab.com , and the association at www.arfsite.org .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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