The mission of the Journal of Advertising Research (JAR) is to act as the research and development vehicle for professionals in all areas of marketing including media, research, advertising and communications. Published by WARC for the ARF, the JAR provides a forum for sharing findings, applications, new technologies and methodologies, and avenues of solution. Its primary audience is academics, as well as the practitioner at all levels of practice.

The Advertising Research Foundation began publishing the Journal of Advertising Research in 1960, and since its inception it has become one of the seminal journals in the industry. The JAR encourages dialogue between practitioners and academics to expand the scientific body of knowledge about all facets of marketing and advertising research, and to facilitate translation of that knowledge to support the ARF’s mission of ‘effective business through research and insights’.

The Journal is read by practitioners in the field of advertising and marketing research, and students and faculty members at more than 5,000 universities in 127 countries. It is available to ARF members, JAR Editorial Board members, and direct subscribers.

The Journal is also available to subscribers of WARC.com, which include the world's largest advertising and media agencies, research companies, universities and advertisers.