What is 4A advertising company?

4A is the abbreviation of American Association of Advertising Agencies. 19 17 was founded in St. Louis, USA, and is the earliest advertising agency association in the world. The association appeals to the media to ensure that the advertising fee of 1.5 is paid to advertising companies as media agency fees, so as to encourage advertisers to hire advertising companies to provide professional services (Japan established the agency fee system of 1.5 in 1.944). Because advertisers can't save money by buying time slots directly from the media at the same price as through advertising companies. From this time on, advertising companies gradually developed from simple media agency and creative service to full-service advertising agency, which is the so-called comprehensive advertising agency. It is an advertising company that can provide advertisers with all-round services such as market research, overall advertising planning, making media combination plans and promotion plans, designing and making advertisements, and measuring advertising effects. American 4A has its own self-discipline rules "Practice Standards and Creative Codes" (see the small document in this chapter 1-2). Violators will be expelled from membership, so as to bind member companies to abide by advertising ethics. Among the top 25 advertising companies with global turnover of 1995, 15 is headquartered in the United States. They are all American 4A advertising companies. Members of the Association undertake 70%-80% of the advertising business in the United States.

American 4A Creative Code

4A Members recognize that:

1 Advertising bears dual responsibilities in the American economic system and national lifestyle. For the public, advertising is the basic way for everyone to understand the products and services of free enterprises, and it is also the basic way for everyone to understand the goods and services that meet their own wishes and needs. People have the right to expect the contents of advertisements to be reliable and true.

For advertisers, advertising is the basic means to persuade people to buy their products or services in the fierce social competition. They have the right to use advertising as a means to promote business and gain profits.

Advertising is inseparable from the daily life of the American people. It has become an integral part of radio and television programs and entered the family, facing individuals and even the whole family; It also has a place in the most popular newspapers and magazines; It also shows itself to tourists and residents. In the above exhibitions, advertisements must respect everyone's interests and hobbies.

Advertisements are aimed at a large number of people, and everyone has different tastes and interests. Therefore, like mass undertakings-from sports to education to religion-advertising is difficult to please everyone. Based on this, advertisers realize that they must operate under the traditional restrictions of the United States, serve the interests of the majority and respect the rights of the minority.

4A service standard

According to the service standards of advertising companies formulated by American Advertising Association (4A), the following items are important:

1. Study customers' products or services, and determine the advantages and disadvantages and competitiveness of the products themselves.

2. Analyze the current situation and potential of the market, and use its products and services to meet the market demand. Such as market location, possible sales volume, seasonality, trade and economic situation, etc. In analysis and research.

3. Pay attention to transportation and sales knowledge and its implementation methods.

4. Effectively use various media to explain the knowledge of products and services to consumers, wholesalers, agents and retailers, including the characteristics and effects of goods.