The 4As Overview One of the biggest associations in the United States is American Association of Advertising Agencies (4A’s), which was established in 1917. It is having its headquarters in New York City. 4A’s is a national association of leading US advertising agencies that facilitates in regulating advertising…
4A’s always attempts to improve the agency business. With 750 members and 1250 branch offices, approximately 80% of 4A’s members are placed in all national advertising agencies. Virtually all of the large multinational agencies are members of the 4A’s. While at the same time, along with addressing the expectations of shareholders and stakeholders, the organization fulfills its Corporate Social Responsibility (CSR) as well. The association represents advertising agency business to public service work of the Advertising Council, Inc. and Spencer, AAAA Educational Foundation which offers allowances and fellowship to graduate multicultural learners studying advertising at college or graduate school levels. It also runs a group insurance and group pension/profit sharing plan for the benefit of employees in agencies. 4A’s has its individual composition of constitution, mission statement, by-laws and standards of practice approved by the Board of Directors along with membership together (American Association of Advertising Agencies, 2013). Mission and Purpose of 4A’s The mission of 4A’s is to improve and to strengthen the advertising agency business in the United States by counselling members on operations and management by offering collective experience of the many to each. It strives to establish high creativity and business standards by attracting quality workforce to the business. Considering itself as a management oriented agency, the association is focused on providing leadership, support and assistance to the advertising community in serious areas such as compensation, agency operation, talent management, business development, government policy and technology. The organization divides its purpose in short-term and long-term bases. Short-term goal includes endorsing friendly relations within the entire associated agencies and maintaining as well as preserving honesty along with fairness. Moreover, working with the government and consumers on matters which affect advertising is also a key short-term goal. Long-term goal includes fostering social responsibility of advertising and marketing, and fostering scientific research along with innovation to continually improve advertising. Moreover, to provide their members with unlimited access to their full time team of information specialist, which helps a client to meet all the secondary research needs, such as industry statics, creative work, and demographic data, original research, surveys and white papers, comes under their prime purpose (American Association of Advertising Agencies, 2013; SlideShare Inc, 2013). Services Offered by 4A’s 4A’s provides insurance and pension/profit sharing plan for the welfare of their associates in agencies. The agency is mainly involved in planning, producing, creating advertisement and performing research along with selecting media. The 4A’s runs its own research departments. Consulting and advisory services on a variety of management related topics, training and professional development programmes and research services, including access to specialists and numerous databases are a few more services offered by 4A’s. 4A’s devotes a part of its time and energy in facilitating government on matters that have an impact on advertising and marketing communication industry. It has committed a substantial effort in creating responsible practices in two vital areas, food and beverage related advertising to the children along ...
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