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wple in their Relations with Broadcasters
material, publicity that is clearly commercial.
If the program material mentions products or services by name, most broadcasters regard it as commercial and require that it be placed at regular time rates.
Xerograms and LiO?n7ne?CialS. fhe effectiveness of broadcasting as an advertising medium may be impaired by any program or commercial which arouses resentment in any appreciable portion of the public.
Commercials which are over-long, over-repetitious, in poor taste, or which interrupt programs at inappropriate times, are likely to cause criticism.
Programs which are deemed by any considerable segment of the public to be in bad taste, to be over-commercialized, or to exert any undesirable influence, especially on children, impair the effectiveness of broadcast advertising and endanger the editorial freedom of broadcasting.
To avert criticism and to help keep broadcasting welcome in American homes, agency people should observe the spirit and letter of the A. A. A. A. Copy Code (see box below) and the radio and television codes of the National Association of Radio and Television Broadcasters.
Agency people can be helpful in their relations with broadcasters by recognizing the paramount importance of the public interest aspects of programing.
The public's interest should be as much a concern of the advertising agency as it is of the broadcaster, not only because it is one of the service opportunities for which broadcasters are licensed, but also because it is the key to audience loyalty.
Nothing should be initiated or proposed which in any way fails to show consideration for the public interest. copyright 1954, American association of advertising agencies, inc.
ills, merchandising excesses
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iidarils anil give timebuyer a "bible" to cite when he's asked to pressure stations
ADVERTISING COPY (Section 1 of the Standatds of Practice of the American Association of Advertising Agencies)
The advertising agency should not recommend, and should discourage any advertiser from using, any advertising of an untruthful, indecent or otherwise objectionable character, as exemplified by the following copy practices disapproved in a code jointly adopced by the American Association of Advertising Agencies and the Association of National Advertisers, and also by the Advertising Federation of America:
A. False statements or misleading exaggerations.
B. Indirect misrepresentation of a product, or service, through distortion of details, or of their true perspec
tive, either editorially or pictorially.
C. Statements or suggestions offensive to public decency.
D. Statements which tend to undermine an industry by attributing to its products, generally, faults and weaknesses true only of a few.
E. Price claims that arc misleading
P. Pseudoscientific advertising, including claims insufficiently supported by accepted authority, or that distort the true meaning or practicable application of a statement made by professional or scientific authority.
C Testimonials which do not reflect the real choice of a competent witness.