The International Advertising Association (IAA) is a global association that represents marketers, ad agencies and mass media that carries advertisements. The association is headquartered in New York City] and maintains chapters in 77 countries.[1][2]
The association was founded at the Harvard Club of New York founded on April 9, 1938 by Thomas Ashwell, publisher of Export Trade & Shipper magazine, and 12 other advertising industry managers. The association was initially known as the Export Advertising Association. The association's goal is to exchange information about successful practices in international advertising.
In 1954, the association adopted its current name.[3][4][5]
IAA as an international industry association positions itself as a platform for advertising industry issues, and as an organization that protects and advances the freedom of commercial speech, responsible advertising, consumer choice, and the education of marketing professionals by researching and providing advertising regulation literature in many countries of the world.[6][7] The International Advertising Association has conducted and summarized surveys over the years, on culturally sensitive topics such as the relative use and permissibility of "sex and decency" in advertisements.[8]
Role and prioritiesEdit
The association encourages self-regulation to keep advertising "legal, decent, honest and truthful", and it advocates increasing consumer choice and freedom of commercial speech.[3] It is also a forum where advertising and marketing industry professionals discuss issues and concerns in diverse environments. The IAA supports internship programs for youth exploring job opportunities in the industry, as well as pro bono advertisement campaigns on global themes such as its "Give a Kid a Hand" campaign in 1998.[3]
Meetings, awards and standardsEdit
The IAA organizes the biennial World Advertising Congress, a worldwide meeting of advertising professionals. The association also holds regional conferences wherein key speakers from the regional markets are invited to participate.[3] At these events, it also honors individuals in the advertisement industry and in the mass media who have made significant positive impact on the mission and priorities of the International Advertising Association.[3] The IAA has developed accreditation standards for advertising diploma programs in 35 countries, and these standards were the basis for 1-year courses in some 50 institutes as of 2014.[4]
LiteratureEdit
The IAA publishes an annual report, a membership directory as well as periodic literature authored by scholars in academia that is aimed at keeping its stakeholders informed about changing laws, issues and perspectives on advertisement and marketing.[3][9]
The IAA started publishing monographs on international advertising in the 1980s, in particular about regulations and self-regulation initiatives in each country.[4] The association's literature on relative perception of similar advertisements in different cultures and regional regulations is one of the most comprehensive, states Gordon Miracle.[6] For example, the Jean Boddewyn surveys and publications sponsored by the IAA on issues such as "sex and decency" in advertisements show a wide relative variation. The top regional concerns vary, according to these IAA studies, ranging from the ads being generally received as "tasteless", or "sexy", or "sexist", or "objectification of women", or "violence against women" depending on the surveyed country.[10] The IAA monographs are in use by the advertising industry professionals and as teaching materials in the academic community.[4]
StructureEdit
The IAA is structured into national chapters, each of which operate with considerable autonomy.[11][12] The IAA, states Jones, had over 5,300 individual members and 97 corporate members in 95 countries by 1999. A majority of its membership is from the developed economies, the second largest group of members were from Asia and Pacific region, while the Middle East, Africa and Latin America accounted for the remaining.[3]
Campaigns and controversiesEdit
In 2009 the "Hopenhagen"-campaign was created by the IAA in support of the United Nations Climate Change Conference (COP15). In the interest of the entire industry it has through its chapters launched various pro bono campaigns illustrating the role of marketing communications to economies.[13][2]
The close connections and collaboration of IAA – as well as other advertising industry organizations such as the European Association of Advertising Agencies – with the tobacco industry has been controversial.[14]
ReferencesEdit
^THE MEDIA BUSINESS: Advertising; International Trade Group Reorganizes, The New York Times, Randall Rothenberga, (APRIL 9, 1990)
^ ab"IAA launches the case for advertising - International Advertising Association". Adforum.com. 2014-02-20. Retrieved 2017-07-11.
^ abcdefgJohn Philip Jones (2000). Advertising Organizations and Publications: A Resource Guide. SAGE Publications. pp. 159–167. ISBN978-1-4522-2186-1.
^ abcdHong Cheng (2014). The Handbook of International Advertising Research. Wiley. pp. 10–12. ISBN978-1-118-37845-8.
^International Advertising Association - Our History, International Advertising Association (2014)
^ abMiracle, Gordon E. (1984). "An Assessment of Progress in Research on International Advertising". Current Issues and Research in Advertising. 7 (2): 135–166. doi:10.1080/01633392.1984.10505367.
^"'The Case for Advertising' - IAA pitches ads as vital public service in global campaign". Marketing Magazine. 2014-02-23.
^Boddewyn, Jean J. (1991). "Controlling Sex and Decency in Advertising around the World". Journal of Advertising. 20 (4): 25–35. doi:10.1080/00913367.1991.10673352.
^Charles S. Mack (1991). The Executive's Handbook of Trade and Business Associations. Greenwood. pp. 191–194. ISBN978-0-89930-531-8.
^Barbara Mueller (2011). Dynamics of International Advertising: Theoretical and Practical Perspectives. Peter Lang. pp. 314–316. ISBN978-1-4331-0384-1.
^Mack, Charles (1991). The executive's handbook of trade and business associations : how they work, and how to make them work effectively for you. New York: Quorum Books. p. 192. ISBN978-0-89930-531-8.
^. www.iaaglobal.org. Archived from the original on 2013-04-17.
^"The Case for Advertising". Welcome to IAA Global. Retrieved 2017-07-11.
^Neuman, Mark; Bitton, Asaf; Glantz, Stanton (2002). "Tobacco industry strategies for influencing European Community tobacco advertising legislation". The Lancet. Elsevier BV. 359 (9314): 1323–1330. doi:10.1016/s0140-6736(02)08275-2. PMID 11965294. S2CID 30638673.
LiteratureEdit
Wolfgang J. Koschnick: Standard Dictionary of Advertising, Mass Media and Marketing. de Gruyter, S. 229
Bottomley, F. David; de Mooij, Marieke K. (1995). "Testing Knowledge and Insight in International Advertising: The IAA Diploma in International Advertising". International Journal of Advertising. Informa UK Limited. 14 (1): 79–92. doi:10.1080/02650487.1995.11104599. ISSN 0265-0487.
October 21, 2023
international, advertising, association, global, association, that, represents, marketers, agencies, mass, media, that, carries, advertisements, association, headquartered, york, city, maintains, chapters, countries, contents, history, role, priorities, meetin. The International Advertising Association IAA is a global association that represents marketers ad agencies and mass media that carries advertisements The association is headquartered in New York City and maintains chapters in 77 countries 1 2 Contents 1 History 2 Role and priorities 2 1 Meetings awards and standards 2 2 Literature 3 Structure 4 Campaigns and controversies 5 References 6 Literature 7 External linksHistory EditThe association was founded at the Harvard Club of New York founded on April 9 1938 by Thomas Ashwell publisher of Export Trade amp Shipper magazine and 12 other advertising industry managers The association was initially known as the Export Advertising Association The association s goal is to exchange information about successful practices in international advertising In 1954 the association adopted its current name 3 4 5 IAA as an international industry association positions itself as a platform for advertising industry issues and as an organization that protects and advances the freedom of commercial speech responsible advertising consumer choice and the education of marketing professionals by researching and providing advertising regulation literature in many countries of the world 6 7 The International Advertising Association has conducted and summarized surveys over the years on culturally sensitive topics such as the relative use and permissibility of sex and decency in advertisements 8 Role and priorities EditThe association encourages self regulation to keep advertising legal decent honest and truthful and it advocates increasing consumer choice and freedom of commercial speech 3 It is also a forum where advertising and marketing industry professionals discuss issues and concerns in diverse environments The IAA supports internship programs for youth exploring job opportunities in the industry as well as pro bono advertisement campaigns on global themes such as its Give a Kid a Hand campaign in 1998 3 Meetings awards and standards Edit The IAA organizes the biennial World Advertising Congress a worldwide meeting of advertising professionals The association also holds regional conferences wherein key speakers from the regional markets are invited to participate 3 At these events it also honors individuals in the advertisement industry and in the mass media who have made significant positive impact on the mission and priorities of the International Advertising Association 3 The IAA has developed accreditation standards for advertising diploma programs in 35 countries and these standards were the basis for 1 year courses in some 50 institutes as of 2014 4 Literature Edit The IAA publishes an annual report a membership directory as well as periodic literature authored by scholars in academia that is aimed at keeping its stakeholders informed about changing laws issues and perspectives on advertisement and marketing 3 9 The IAA started publishing monographs on international advertising in the 1980s in particular about regulations and self regulation initiatives in each country 4 The association s literature on relative perception of similar advertisements in different cultures and regional regulations is one of the most comprehensive states Gordon Miracle 6 For example the Jean Boddewyn surveys and publications sponsored by the IAA on issues such as sex and decency in advertisements show a wide relative variation The top regional concerns vary according to these IAA studies ranging from the ads being generally received as tasteless or sexy or sexist or objectification of women or violence against women depending on the surveyed country 10 The IAA monographs are in use by the advertising industry professionals and as teaching materials in the academic community 4 Structure EditThe IAA is structured into national chapters each of which operate with considerable autonomy 11 12 The IAA states Jones had over 5 300 individual members and 97 corporate members in 95 countries by 1999 A majority of its membership is from the developed economies the second largest group of members were from Asia and Pacific region while the Middle East Africa and Latin America accounted for the remaining 3 Campaigns and controversies EditIn 2009 the Hopenhagen campaign was created by the IAA in support of the United Nations Climate Change Conference COP15 In the interest of the entire industry it has through its chapters launched various pro bono campaigns illustrating the role of marketing communications to economies 13 2 The close connections and collaboration of IAA as well as other advertising industry organizations such as the European Association of Advertising Agencies with the tobacco industry has been controversial 14 References Edit THE MEDIA BUSINESS Advertising International Trade Group Reorganizes The New York Times Randall Rothenberga APRIL 9 1990 a b IAA launches the case for advertising International Advertising Association Adforum com 2014 02 20 Retrieved 2017 07 11 a b c d e f g John Philip Jones 2000 Advertising Organizations and Publications A Resource Guide SAGE Publications pp 159 167 ISBN 978 1 4522 2186 1 a b c d Hong Cheng 2014 The Handbook of International Advertising Research Wiley pp 10 12 ISBN 978 1 118 37845 8 International Advertising Association Our History International Advertising Association 2014 a b Miracle Gordon E 1984 An Assessment of Progress in Research on International Advertising Current Issues and Research in Advertising 7 2 135 166 doi 10 1080 01633392 1984 10505367 The Case for Advertising IAA pitches ads as vital public service in global campaign Marketing Magazine 2014 02 23 Boddewyn Jean J 1991 Controlling Sex and Decency in Advertising around the World Journal of Advertising 20 4 25 35 doi 10 1080 00913367 1991 10673352 Charles S Mack 1991 The Executive s Handbook of Trade and Business Associations Greenwood pp 191 194 ISBN 978 0 89930 531 8 Barbara Mueller 2011 Dynamics of International Advertising Theoretical and Practical Perspectives Peter Lang pp 314 316 ISBN 978 1 4331 0384 1 Mack Charles 1991 The executive s handbook of trade and business associations how they work and how to make them work effectively for you New York Quorum Books p 192 ISBN 978 0 89930 531 8 IAA GLOBAL www iaaglobal org Archived from the original on 2013 04 17 The Case for Advertising Welcome to IAA Global Retrieved 2017 07 11 Neuman Mark Bitton Asaf Glantz Stanton 2002 Tobacco industry strategies for influencing European Community tobacco advertising legislation The Lancet Elsevier BV 359 9314 1323 1330 doi 10 1016 s0140 6736 02 08275 2 PMID 11965294 S2CID 30638673 Literature EditWolfgang J Koschnick Standard Dictionary of Advertising Mass Media and Marketing de Gruyter S 229External links EditOfficial website IAA International Advertising Association AdAge 2003 09 15 Bottomley F David de Mooij Marieke K 1995 Testing Knowledge and Insight in International Advertising The IAA Diploma in International Advertising International Journal of Advertising Informa UK Limited 14 1 79 92 doi 10 1080 02650487 1995 11104599 ISSN 0265 0487 Retrieved from https en wikipedia org w index php title International Advertising Association amp oldid 1169756104, wikipedia, wiki, book, books, library,
