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.