国际广告协会
网友投稿• 2022-02-17 22:38:17 •阅读68
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:
- 促进会员间的学术、经验和思想的交流,提高他们的业务水平;
提高广告业务的标准和实践,并通过与其他组织的合作,促进信息交流;
提倡研究、分析和探索世界广告发展的新趋势、新可能性、新技术和新方法;
团结广告界品质优良、富有声望的人士。
- 宣传广告为推动经济健康发展和促进社会开放的重要作用和意义;
- 保护和促进商业言论自由和消费者自由选择的权利;
- 鼓励广告自律的广泛实施和认可;
- 通过对未来广告营销传播行业从业人员的教育和培训,引领行业向高水准方向发展;
- 组织论坛,探讨不断出现的广告营销传播业的专业问题以及这些问题在飞速变化的世界环境中所引发的结果。
- During the 1950‘s, great strides were made towards internationalization of the IAA. In 1953, approximately one fifth of the 500 members were located outside the USA. By the time it celebrated its 20th anniversary in 1958, it had 1,160 members, of which over 600 came from outside the U.S., representing a total of 58 countries.
- The new broadening horizons hastened the discussion of a change of name to the International Advertising Association when that name became available, which it did on in October 1953. The change was officially made on 15th December of that year.
- 1955 marked an important year for the IAA. After the name change, the Board decided to give the IAA truly worldwide significance by introducing Regional Vice-Presidents and creating an IAA European Committee, and the first IAA conference to be held outside the USA took place in Zürich, Switzerland the same year. A second IAA European Conference was held in The Hague in 1957, and the IAA initiated important efforts to promote advertising self-regulation.
- In the late 1950‘s, international advertising underwent many changes: a tightening of economic conditions, a recession in the U.S., and the evolution of the European Common Market all affected long-established marketing operations. The IAA also changed with the times. It modified its constitution and bylaws in 1959, by providing for the establishment of local Chapters and an increase in worldwide representation on the Board.The first Chapters were formed and a European Council organized.
- The first IAA Latin American Conference was held in Caracas, Venezuela in 1960.
- Young professional groups within Chapters were proposed for membership, with the first organized in Venezuela in 1964.
- In 1963, the IAA World Congress and the IAA European Conference were combined for the first World Congress outside of the U.S. held in Stockholm.
- In 1966, Mexicobecame the first Latin American country to host the IAA World Congress and in 1969 Tokyo, Japan was the first in Asia.
- In 1964, Dr. Rudolf Farner of Switzerland was elected as the first non-U.S. IAA World President.
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