The Changing Face of Advertising Research in the Information Age: An ARF Copy Research Council Survey
调查显示广告研究预算控制权正转向广告主，广告主偏好定量研究而代理机构偏好定性研究，两者差距可能加大；文案预测试与追踪研究及广告响应建模等日益整合，新广告媒介测试重要性将大增。
Control over advertising research budgets and initiatives has continued to shift to the advertiser. This trend will likely continue—as will a growing gap between advertiser and agency in use of quantitative research, favored by the former, and qualitative research, favored by the latter. The potential for barriers to communication and cooperation may lie in this split if efforts aren't undertaken to offset it.Copy Pre-Testing is becoming more integrated with tracking and other research activities, including advertising response modeling, and other means of understanding what is driving advertising success and failure. The testing of new advertising venues—infomercials, the Internet, and kiosks—will grow tremendously in importance as we approach the year 2000.