The Expanded ARF Model: Bridge to the Accountable Advertising Future

The Web is the first interactive medium presented to the advertiser. As such, it offers important opportunities for learning how to use interactivity within the advertising process to add to advertising effectiveness. Like any other new medium, the advertiser’s predictable initial concern is “how cost effective is this medium compared to those I use already?” This paper proposes how the ARF Model for Evaluating Media can be updated and predicts that the use of our version or a similar underlying agreed industry model will facilitate the growth of more accountable advertising opportunities into the next Millenium.