The Advertising Research Foundation (ARF) has released a detailed glossary for creative testing terms. "The ARF Creative Council noticed that there wasn't an authoritative resource for creative testing terms," says Paul Donato, ARF's chief research officer. "With an increasing amount of lack of trust and misalignment on terms spanning the industry, we decided that now is the time to bridge the gap that fuels the creative-researcher disconnect with the development of our creative glossary."
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