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14
DECEMBER 5, 1960
BACKGROUND
No. 10
ADVERTISING’S ORGANIZATIONS —
Their Various Functions December 1960
ORGANIZATION
PURPOSE
WHO’S ELIGIBLE
NO. OF MEMBERS
TV ACTIVITY
Advertising Assn, of the West
337 World Trade Center, San Francisco, Cal.
Pres. Richard Ryan (KLOK, San Jose)
To represent ad industry in the 13 Western states, including Alaska & Hawaii.
Individuals or companies in all fields of advertising ; through local ad clubs.
6,500
Conducts annual all-Western craft competitions on behalf of broadcast media. Maintains media relations with the broadcasters in Western areas. TV-radio interests are represented on AAW Board.
Advertising Federation of America
656 Madison Ave.
N.Y. 21, N.Y.
Chmn. James S. Fish (General Mills)
To foster & promote advertising. "To defend ad freedom.” To further education in advertising.
Advertisei-s, agencies, ad assns., all media, graphic art suppliers, individuals engaged in or interested in advertising. Operates primarily through local ad clubs.
60,000
Is liaison with NAB review board on local & national questions of ethics & taste. Advertising Week Committee of AFA deals with TV sponsor-network, sponsor-station relations during week in Feb. Seminars, meetings feature TV problems.
Advertising Research Foundation 3 E. 64th St.
N.Y. 22, N.Y.
Chmn. Arno H. Johnson (J. Walter Thompson)
To further scientific practices in advertising & marketing.
Advertisers, agencies, media, universities, official reps of 4A & ANA.
300
Maintains TV-radio Rating Review Committee. Also serves as consultation & validation checkpoint for TV-radio research organizations.
American Assn, of Advertising Agencies (“The Four A’s’’)
420 Lexington Ave.
N.Y. 17. N.Y.
Pres. Frederic R. Gamble
Advance cause of advertising. “Foster, strengthen & improve agency business.”
Agencies which meet 4A qualifications such as: being independently owned, owners being active in agency work, having adequate staff & facilities.
347
Safeguards members’ interests through committees in the following areas : TV & radio administration ; broadcast media; media relations; advertising content ; international advertising ; research. Provides self-regulation of TV ad content through joint ANA-4A Committee for Improvement of Advertising Content.
American Marketing Assn. 27 E. Monroe St.
Chicago 3, 111.
Pres. Reavis Cox
To improve & “elevate the science of marketing.”
Individuals, groups or companies involved in marketing research ; rating services, media, agencies, advertisers, manufacturers.
8,600
Conducts continuing study of marketing aspects of TVradio through Media Research & Copy Research Committees.
Assn, of Canadian Advertisers
85 Richmond St. West Toronto, Canada Pres. A. B. Yeates
To promote high standards of advertising. To encourage mutual advertiser assistance. To promote study of advertising.
Any concern, partnership, firm, or corporation marketing products or services in Canada.
160
Maintains liaison with Canadian TV-radio interests to “correct abuses & encourage taste” in TV & other advertising media.
Assn, of National Advertisers 166 E. 44th St.
N.Y. 17. N.Y.
Pres. Paul B. West
To serve as a clearing house for “useful & timely ad information.” To express advertiser attitudes & interests to agencies, media, public & govt.
National & regional advertisers.
666
Provides self-regulation of TV ad content through joint ANA-4A Committee for Improvement of Advertising Content. Maintains liaison with networks, talent unions, etc. through Broadcast Advertising Committee.
Brand Names Foundation 437 Fifth Avenue N.Y. 16, N.Y.
Chmn. J. H. Breck, Jr. (John Bi-eck, Inc.)
To make known to the consumer “the benefits he gets from manufacturers’ brand identifications.” To emphasize to retailers the benefits of selling those brands.
Manufacturers of branded goods, advertising agencies, media, service organizations.
926
Plans policy for major ad campaigns promoting brandnames on TV & other media through the Consumer-Advertising Program Committee. Promotes Brand Names Week in May on TV & through other media.
International Advertising Assn.
Hotel Roosevelt N.Y. 17, N.Y.
Pres. Elmo C. Wilson
To elevate international
standards, practices & ethical concepts of advertisers, agencies, media & allied services. To spread concept of ‘Tree world trade.*'
Individuals or companies engaged in international advertising (advertisers, ad agencies, ad media, & related marketing services).
1,400
Maintains ethics in TV & other media on world-wide scale through an International Code of Ethics & Standards of Practice written by lAA’s standards committee. Researches many phases of international advertising in “International Advertising
Survey.”
Self-Policing Problem: Ever since the quiz scandals put
a new spotlight on advertising ethics, various advertising organizations have played an increasingly important role in self-regulating the advertising industry. Most recently, the ANA and 4A groups have established a new “ethics” link through a 20-man Committee for Improvement of Advertising (Vol. 16:41 p2), although all of the organizations are concerned, in one way or another, with ad integrity.
Altogether, the leading ad organizations have over 68,000 members (including some duplication of member
ship) in the U.S. & Canada. Advertisers, agencies, research firms, media, marketing consultants and educational institutions are represented. In a sense, some of the ad organizations lead double lives; they represent the point of view of a particular group (such as ANA and 4A) in dealing with labor problems or media rate-increases, but are usually quick to join forces With other groups or media in defending advertising from outside critics. Nearly all of the major ad organizations maintain a liaison with TVradio media or groups (Vol. 16:28 p20).