国际广告协会

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国际广告协会(International Advertising Association,简称IAA)

官方网站网址:http://www.iaaglobal.org/

目录

  • 1 国际广告协会简介
  • 2 国际广告协会的使命
  • 3 IAA history

国际广告协会简介

  国际广告协会创立于1938年,总部设在美国纽约。当时称出口广告协会,1954年改为现名。国际广告协会是广告主广告公司、媒体、学术机构以及营销传播界唯一的全球性广告组织,也是全世界唯一在96个国家和地区拥有会员、涉及品牌创建和营销传播领域的全球性行业协会。国际广告协会的会员遍及世界96个国家和地区,会员的分布情况是:亚太地区21%,欧洲40%,拉丁美洲12%,中东/非洲17%,美国/加拿大10%。主要刊物有《国际广告协会航空通讯》(双月刊),《国际广告协会情报摘要》(双月刊),《比较广告》。

  IAA是世界上最有权威性的广告国际团体;其宗旨是:

  IAA的作用通过开展活动和提供服务来发挥。对已成立专门组织的地区,是通过合作的示范,鼓励其会员遵守高标准和原则;对未成立广告专门组织的地区,是通过协会所属的分会作为公断人、调解人和顾问,在广告业务、政治和社会作用方面提供服务。

  IAA的最高权力机构是世界委员会,至少每2年举行一次会议。休会期间,由其选举的世界理事会主持协会的工作。会员有7种类型:个人会员、团体会员、组织会员、准会员、院校会员、资深会员和名誉会员。15名会员即可提请理事会批准组建一个分会,现在38个国家和地区设有分会。

国际广告协会的使命

IAA history

  1930's - 1940's: the beginning

  In 1938, Thomas Ashwell, publisher of the Export Trade & Shipper magazine in New York, had a vision. Long aware of the need for an organization to coordinate and foster the practice of international advertising, Ashwell assembled twelve other export advertising executives for a luncheon meeting on 8 April 1938 at the Harvard Club in New York. Out of that occasion, the International Advertising Association was born.

  The first public gathering, which attracted over 130 men and women from the export advertising business, was held that May. The first President, Shirley Woodell, described the new association as ‘an organization for the interchange of ideas and experiences, in order to promote the efficiency and scope of its members in the practice of their profession of foreign advertising’. And she proposed its tripartite structure composed of advertisers, advertising agencies and the media and their representatives

  When the elected Directors applied to register as a not-for-profit corporation, they discovered their chosen name, the International Advertising Association, was already assigned. So they incorporated themselves as the Export Advertising Association on 3 October 1938, and by the end of the year had 67 members

  The organization held its first International Advertising Convention in October 1949 in New York City with the theme ‘Greater foreign trade through international advertising’. Now some 300 members strong, it moved confidently into the new decade

  1950's: embedding our goals

  The 1950’s can be characterized by several key milestones which truly embedded the IAA’s goals and mission:

  1960's: a decade of ‘firsts’

  The IAA achieved many ‘firsts’ in the 1960's:

  Perhaps the most crucial trend affecting the IAA's work at that time was the emergence of consumerism as a major force in the mid-1960's, with advertising soon becoming one of its prime targets. In the past, the IAA's main role had been that of teacher, observer and reporter. Now consumerism was seen as a vital challenge to the industry and the bylaws were redefined to set the IAA on a new path for its journey to the forefront of the defense of advertising internationally.

  At the end of the 1960's, IAA membership was up to over 2,100, with 15 Chapters.

  1970's: growth of corporate and organizational membership

  With the approval of the new bylaws in 1971, providing for a more active role for the IAA, the Association began its search for greater resources. Corporate support of major projects and services became an important and necessary reality. In 1972, the Sustaining (later termed ‘Corporate’) and Organizational Members program began and grew successfully thereafter.

  1980's: launch of our education program

  The IAA Education Program was formed, announced at the 1980 IAA World Congress in Durban. As introduced, it developed requirements leading to two levels of IAA Certificates and an IAA Diploma in International Advertising, aimed at providing a much needed educational standard for the marketing communications business on a worldwide scale.

  In addition, an extensive publications program was initiated with studies covering different restrictions, problems and prospects in the worldwide marketing communications community. Regular summaries were circulated of such topical items as government legislation, developments in self-regulation, consumer trends, public service advertising activities and significant media changes. In pursuit of its objectives ‘to establish a common platform in building and sustaining the prestige of the advertising profession’ and ‘to serve as spokesman against unwarranted attack or restrictions on advertising’, the IAA formed a Public Action Committee, which met for the first time at the 1980 IAA World Congress in Durban, South Africa. This Committee assumed responsibility for monitoring the international advertising climate with regard to government regulation, legislation and consumerist actions. In this, the IAA worked closely with other organizations such as the European Economic Community, the European Advertising Tripartite (EAT) and the International Chamber of Commerce (ICC).

  The 1980's presented the IAA with new and greater challenges — included among them mergers and restructurings on both the agency and advertiser sides, new advertising restrictions and bans, threats of taxes on advertising, developments in satellite broadcasting and so on.

  Chapter lobbying efforts, directly and in cooperation with a host of other national, regional and international organizations increased markedly on such issues as taxation and product advertising and gained the support of many more Organizational Members.

  The Association closed out the 1980’s with a strong membership base of 2,700 Individual Members and 36 Chapters in 74 countries, with 82 Corporate and 28 Organizational Members.

  1990's: a truly international reach

  For the Association, this decade was marked by a number of significant advances. One of these was its continuing international growth and influence, mirrored in the geographical origins of its World Presidents; Roger Neill (1990-92), a former Chapter President both in Australia and the UK; Mustapha Assad (1992-94), the first from the Middle East; Luis Carlos Mendiola Codina (1994-96), the second from Latin America; and Senyon Kim (1996-98), the first from Asia/Pacific.

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