American Association of Advertising Agencies Essay

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American Association of Advertising Agencies (AAAA) is a management-oriented business that provides a number of important services for its members. It was founded in 1917 and is actually the "national trade association" that is the most visible advocate for and representative of the advertising business in the United States. This paper delves into what the organization does, its mission, its services, and why it is important in the field of advertising.

The Association's Mission and Purpose

The AAAA members produce an estimated 80% of all the advertising that is placed in the United States, which is an enormous amount of advertising. That said, there is evidence that the majority of members are not huge agencies at all; "…more than 60% of our membership bills less than $10 million per year" (AAAA). It is apparent that AAAA members are loyal and receive worthy services because on average, an AAAA member has been a member for over twenty years. A few members have a long-standing relationship with AAAA because twelve members can trace their relationship back to the origins of the organization -- 1917.

The mission of the AAA is clear from its "Mission of the AAA" statement: "To improve and strengthen the advertising agency business in the United States." But how does the AAAA do that? It provides counseling on operating an agency, managing an advertising agency, and by offering to members the "collective experience of the many to each" (AAAA). Moreover, the AAAA mission is to: a) foster professional development among its members; b) "encourage the highest creative and business standards"; c) bring talented people who have "excellent" reputations into the business; d) work with governments at all levels to achieve "…desirable social and civic goals"; e) "resist" legislation that is unfair or attempts over-regulate the industry; f) be the principal advocate of all advertising and to provide the most pertinent advice vis-a-vis advertising; and g) disseminate the results of studies which show the positive impact that the AAAA members have on the economy.

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Moreover, the AAAA is very active in using its experience and know-how to work with new members and other agencies that need help in solving problems as single agencies. The AAAA is obviously not afraid to go directly to the media and to "provide constructive suggestions, solutions to problems and technical help"; AAAA also claims in its Mission Statement that it is willing to listen to suggestions from media members.

What did the AAAA accomplish in 2012?

The AAAA held a "Compensation Summit" for its members in 2012, which was the first ever summit of this nature. Making as much money as possible (using ethical guidelines of course) was the nuts and bolts of the summit although the leaders of the summit didn't use the work "money" in its explanation, it is clear this was about "best practices" when negotiating compensation. In addition, the AAAA leaders provided "billing rate data" to its members so that information was clear on what the market value is in….....

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