Association of National Advertisers
Encyclopedia
The Association of National Advertisers is a representative body for the marketing
community in the United States of America. ANA’s membership includes over 400 companies with 9,000 brands that collectively spend over one hundred billion dollars in marketing communications and advertising
. Membership is limited to client-side marketers only. The ANA's New York City Headquarters is an aggregator for marketing best practices and industry initiatives. The Washington, DC office oversees industry practices, manages industry affairs and protects advertisers' legislative rights.
, was founded on June 24, 1910, in Detroit, Michigan, by 45 companies to safeguard and advance the interests of advertisers and consumers. Founding members include the Burroughs Adding Machine Company, Glidden Varnish Company, Macey Company, Sherwin Williams Company, and National Lead Company. Originally known as the Association of National Advertising Managers, in 1914 the association officially adopted the name it now bears.
At the time of its formation, ANA’s objective was to promote cooperative relationships between regional and national advertising industries, manufacturers and dealers, and advertisers and agencies. Other issues that the advertisers sought to address concerned accurate audience measurement and the establishment of national standards for measuring advertising results.
Articulated in ANA By-Laws, the association’s overarching purpose is: to safeguard essential values in advertising as a positive economic force; to enhance the science of advertising and marketing to benefit advertisers and consumers; to improve efficiency in marketing goods
and services through responsible advertising; and to promote the common interests and welfare of its members. Focusing on these concerns, the ANA initiated, at times working in concert with sister associations, the formation of industry associations and innovative systems and studies to address specific advertiser concerns.
The Audit Bureau of Circulations was formed in 1914 to verify publication circulation figures and track media rates. Twenty years later the Traffic Audit Bureau was created to effectively measure outdoor media. In 1936 the Advertising Research Foundation
- a spin off of an ANA committee - came into being with the aim of increasing the effectiveness of marketing and advertising communications through advertising, marketing and media research. The War Advertising Council was formed in 1942 to bolster the sale of war bond
s, later becoming The Advertising Council as it took on other public service issues. In 1963 the ANA helped establish the Joint Policy Committee (JPC) for Broadcast Talent Union Relations, which negotiates contracts with the Screen Actors Guild
(SAG), the American Federation of Television and Radio Artists
(AFTRA), and the American Federation of Musicians
.
The efficacy of advertising can only be maintained by responsible advertising, and for the purpose of industry self-regulation concerning matters of truth, taste, and social responsibility, the ANA, working in conjunction with the AAAA
, American Advertising Federation
(AAF), and the Council for Better Business Bureaus (BBB), launched the National Advertising Review Board (NARB) in 1971. The NARB acts as the appeals board for the National Advertising Division (NAD) of the BBB. The NAD investigates matters of honesty and accuracy in advertising and issues of taste or social responsibility are addressed by the NARB.
In 1986 the ANA, AAAA and AAF formed the State Advertising Coalition to monitor state legislative and regulatory issues that threaten advertising. Later, in 1988, ANA worked in concert with other industry trade associations to form the Advertising Tax Coalition to combat federal advertising tax proposals.
The ANA has fielded numerous studies and helped develop advertising measurement systems from its inception to the present: from the Crossley rating system, developed in 1930, which established national standards by which radio audiences could be measured, to the recently introduced Ad-ID, a system that assigns a unique and permanent code to each ad with 360-degree application.
The Family Friendly Programming Forum
, whose goal is to increase prime time television programming that can be viewed by the entire family, is a member initiative begun with the support of the ANA in 1998. In addition to providing a script development fund and scholarships for students working on family friendly programming, the televised Family Television Awards are held to recognize outstanding family programming.
Developed by the Association of National Advertisers, Inc. (ANA), and the American Association of Advertising Agencies (4A's), Ad-ID
is a Web-based system accessible 24/7 worldwide that generates a unique identifying code for each advertising asset, creating a capability to identify them across all media. Using Ad-ID, and promoting the use of its webservices, greatly improves workflow between agency, advertiser, distributor and medium. Ad-ID upgrades the previous ISCI commercial coding system and replaces other methods used to identify advertising assets. Ad-ID is the industry standard identifier for all forms of media.
ANA provides indispensable leadership that drives marketing excellence and champions, as well as promoting and defending the interests of the marketing community. The ANA advances marketing decision-making by acquiring, developing, and disseminating unique and proprietary insights to ANA members. The ANA intellectual capital covers all aspects of the communications process , including brand building, integrated marketing communications, marketing accountability and the marketing organization. The ANA consistently brings members together with industry thought leaders to promote fresh thinking, develop new ideas, provide professional training, and facilitate industry-wide networking. The ANA leverages its leadership to advance the industry's agenda - engineering progress and transformation while defending core marketing interests and freedoms. On behalf of the industry, the ANA addresses legislative and regulatory issues, promote industry policies and practices, strengthen the marketing supply chain and align the marketing community towards solutions for societal concerns.
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
community in the United States of America. ANA’s membership includes over 400 companies with 9,000 brands that collectively spend over one hundred billion dollars in marketing communications and advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
. Membership is limited to client-side marketers only. The ANA's New York City Headquarters is an aggregator for marketing best practices and industry initiatives. The Washington, DC office oversees industry practices, manages industry affairs and protects advertisers' legislative rights.
History
The Association of National Advertisers, Inc., the U.S. advertising industry’s oldest trade associationTrade association
A trade association, also known as an industry trade group, business association or sector association, is an organization founded and funded by businesses that operate in a specific industry...
, was founded on June 24, 1910, in Detroit, Michigan, by 45 companies to safeguard and advance the interests of advertisers and consumers. Founding members include the Burroughs Adding Machine Company, Glidden Varnish Company, Macey Company, Sherwin Williams Company, and National Lead Company. Originally known as the Association of National Advertising Managers, in 1914 the association officially adopted the name it now bears.
At the time of its formation, ANA’s objective was to promote cooperative relationships between regional and national advertising industries, manufacturers and dealers, and advertisers and agencies. Other issues that the advertisers sought to address concerned accurate audience measurement and the establishment of national standards for measuring advertising results.
Articulated in ANA By-Laws, the association’s overarching purpose is: to safeguard essential values in advertising as a positive economic force; to enhance the science of advertising and marketing to benefit advertisers and consumers; to improve efficiency in marketing goods
Good (economics and accounting)
In economics, a good is something that is intended to satisfy some wants or needs of a consumer and thus has economic utility. It is normally used in the plural form—goods—to denote tangible commodities such as products and materials....
and services through responsible advertising; and to promote the common interests and welfare of its members. Focusing on these concerns, the ANA initiated, at times working in concert with sister associations, the formation of industry associations and innovative systems and studies to address specific advertiser concerns.
The Audit Bureau of Circulations was formed in 1914 to verify publication circulation figures and track media rates. Twenty years later the Traffic Audit Bureau was created to effectively measure outdoor media. In 1936 the Advertising Research Foundation
Advertising Research Foundation
The Advertising Research Foundation is a nonprofit industry association for creating, aggregating, synthesizing and sharing knowledge in the fields of advertising and media. It was founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies...
- a spin off of an ANA committee - came into being with the aim of increasing the effectiveness of marketing and advertising communications through advertising, marketing and media research. The War Advertising Council was formed in 1942 to bolster the sale of war bond
War bond
War bonds are debt securities issued by a government for the purpose of financing military operations during times of war. War bonds generate capital for the government and make civilians feel involved in their national militaries...
s, later becoming The Advertising Council as it took on other public service issues. In 1963 the ANA helped establish the Joint Policy Committee (JPC) for Broadcast Talent Union Relations, which negotiates contracts with the Screen Actors Guild
Screen Actors Guild
The Screen Actors Guild is an American labor union representing over 200,000 film and television principal performers and background performers worldwide...
(SAG), the American Federation of Television and Radio Artists
American Federation of Television and Radio Artists
The American Federation of Television and Radio Artists is a performers' union that represents a wide variety of talent, including actors in radio and television, as well as radio and television announcers and newspersons, singers and recording artists , promo and voice-over announcers and other...
(AFTRA), and the American Federation of Musicians
American Federation of Musicians
The American Federation of Musicians of the United States and Canada is a labor union of professional musicians in the United States and Canada...
.
The efficacy of advertising can only be maintained by responsible advertising, and for the purpose of industry self-regulation concerning matters of truth, taste, and social responsibility, the ANA, working in conjunction with the AAAA
American Association of Advertising Agencies
The 4A's is an American advertising agency trade association.Founded in 1917, their website states that 4A's membership "produces approximately 80 percent of the total advertising volume placed by agencies nationwide." The association issues annual awards for the best agencies, in different...
, American Advertising Federation
American Advertising Federation
The American Advertising Federation , headquartered in Washington, D.C., is the oldest national advertising trade association, representing 50,000 professionals in the advertising industry. The AAF has a national network of 200 ad clubs located in ad communities across the United States...
(AAF), and the Council for Better Business Bureaus (BBB), launched the National Advertising Review Board (NARB) in 1971. The NARB acts as the appeals board for the National Advertising Division (NAD) of the BBB. The NAD investigates matters of honesty and accuracy in advertising and issues of taste or social responsibility are addressed by the NARB.
In 1986 the ANA, AAAA and AAF formed the State Advertising Coalition to monitor state legislative and regulatory issues that threaten advertising. Later, in 1988, ANA worked in concert with other industry trade associations to form the Advertising Tax Coalition to combat federal advertising tax proposals.
The ANA has fielded numerous studies and helped develop advertising measurement systems from its inception to the present: from the Crossley rating system, developed in 1930, which established national standards by which radio audiences could be measured, to the recently introduced Ad-ID, a system that assigns a unique and permanent code to each ad with 360-degree application.
The Family Friendly Programming Forum
Family Friendly Programming Forum
The Family Friendly Programming Forum is a coalition of over 40 advertisers, all of whom belong to the Association of National Advertisers. They seek to increase the amount of "family-friendly" programming on U.S...
, whose goal is to increase prime time television programming that can be viewed by the entire family, is a member initiative begun with the support of the ANA in 1998. In addition to providing a script development fund and scholarships for students working on family friendly programming, the televised Family Television Awards are held to recognize outstanding family programming.
Developed by the Association of National Advertisers, Inc. (ANA), and the American Association of Advertising Agencies (4A's), Ad-ID
Ad-ID
Ad-ID is the advertising industry standard unique identifier for all commercial assets. It replaced the ISCI system in 2003. It is used to track advertising from the point of concept, through creation and on to distribution, and the media...
is a Web-based system accessible 24/7 worldwide that generates a unique identifying code for each advertising asset, creating a capability to identify them across all media. Using Ad-ID, and promoting the use of its webservices, greatly improves workflow between agency, advertiser, distributor and medium. Ad-ID upgrades the previous ISCI commercial coding system and replaces other methods used to identify advertising assets. Ad-ID is the industry standard identifier for all forms of media.
ANA provides indispensable leadership that drives marketing excellence and champions, as well as promoting and defending the interests of the marketing community. The ANA advances marketing decision-making by acquiring, developing, and disseminating unique and proprietary insights to ANA members. The ANA intellectual capital covers all aspects of the communications process , including brand building, integrated marketing communications, marketing accountability and the marketing organization. The ANA consistently brings members together with industry thought leaders to promote fresh thinking, develop new ideas, provide professional training, and facilitate industry-wide networking. The ANA leverages its leadership to advance the industry's agenda - engineering progress and transformation while defending core marketing interests and freedoms. On behalf of the industry, the ANA addresses legislative and regulatory issues, promote industry policies and practices, strengthen the marketing supply chain and align the marketing community towards solutions for societal concerns.