Advertising Agencies Association of India

Objectives of AAAI

• To benefit Indian consumers and to protect their interests by helping ensure that advertising is honest and in good taste.

• To benefit Indian advertisers by promoting their sales, increasing their sales and increasing productivity & profitability, to stimulate business and industrial activity.

• To benefit media by establishing sound business practices between advertisers and advertising agencies and each of the various media owners.

• To benefit the nation by harnessing advertising for the good of the country, its institutions, its citizens; to co-operate with the Government in promoting its social objectives and in the task of nation-building.

• To encourage the interest of young individuals in the business of communication, to assist in education and training programs and to provide information of benefit to members. Non-members are also provided this service for a fee.

• To establish a common platform in building and sustaining the prestige of the advertising profession and to serve as a spokesman against unwarranted attacks or restrictions on advertising.

• To establish a forum where representatives of advertisers, advertising agencies, media owners and Government can meet on mutual ground and examine problems of mutual concern.

Various Tasks Involved-• Government & Public Relations: Improving the image of the advertising

industry and focusing on its role in economic development and employment through campaigns, seminars, press relations and direct contact with Government ministries.

• Doordarshan & AIR/Other FM Channels: Protection of members' interests on issues related to Guidelines and Rules of Commercial Broadcast, Sponsorship, Rates, Commission and Accreditation; working towards full service operations at all TV Channels/Doordarshan Kendras and Radio Channels; setting up an independent monitoring body for commercials.

• INS: Protection of members' interest in matters relating to INS policies, credit periods, Rules for Accreditation and streamlined operations; promotion of better production values and effective advertising purchases.

• Professional Practices: Improving the quality of professional relationships between Agencies and Clients through seminars, the AAAI Handbook and the evolution of uniform guidelines, codes and norms.

• Client Disputes: Helping settle disputes through evolution of guidelines, procedures and uniform practices; mediating between agency-client, agency-agency and agency-media to ensure quick resolution of disputes.

• Statutes and Laws: Constantly examining all relevant laws and statutes affecting the advertising industry including ESIS, Sales Tax, other taxes, Arbitration, MRTP guidelines; seeking professional advice and presenting a common viewpoint at relevant forums to protect members' interests; pursuing new avenues like Credit Insurance cover, etc.

• Training & Development: Organizing seminars and workshops on effective advertising skills in creative, copy-writing, print and production, client servicing, television production, media operations, media planning, advertising as a career, etc; maintaining a fully-stocked reference library with a reprint service for members.

• Member Communications: Constantly communicating with members through circulars and correspondence; periodic publication of an updated membership directory, regular regional meetings for members and their employees.

DAVP- Directorate of Advertising and Visual Publicity

• The Directorate of Advertising & Visual Publicity (DAVP) is the nodal agency to undertake multi-media advertising and publicity for various Ministries and Departments of Government of India. Some of the Autonomous Bodies also route their advertisements through DAVP. As a service agency, it endeavours to communicate at grass roots level on behalf of various Central Government Ministries.

• DAVP has been working as a catalyst of social change and economic growth over the years. It has been instrumental in creating awareness amongst masses on socio-economic themes, seeking their participation in developmental activities and for eradication of poverty and social evils.– To perform the functions of a multi-media advertising agency for the

Central Government.– To act as service agency for Central Government ministries/departments

to meet their publicity needs including production of media inputs as well as dissemination of messages/information.

– To help Central Government departments in formulating communication strategies/media plans and help implement them at the grass-root level by providing multi-media support.

• The channels of communication used are :– Advertisements - Release of press ads– Exhibitions - Putting up exhibitions– Outdoor Publicity - Display of hoardings, kiosks, bus panels,

wall paintings, cinema slides, banners etc.– Printed Publicity - Booklets, folders, posters, leaflets,

calendars, diaries etc.– Audio & Visual Publicity - Spots/Quickies, jingles, sponsored

programmes, short films etc.– Mailing of publicity material - Distribution of publicity material

• The main set-up of DAVP at the headquarters consists of : – Campaign Wing - for coordinating publicity campaigns– Advertising Wing - for release of press advertisement– Outdoor Publicity Wing - for display of outdoor publicity material– Printed Publicity Wing - for printing of publicity material– Exhibition Wing - for putting-up exhibitions– Mass Mailing Wing - for distribution of publicity material– Audio-Visual Cell - for production of audio/video programmes– Studio with DTP facility - for designing– Copy Wing - for making copy– Coordination Cell - for coordinating PQs,VIP ref., Parl.Committees – Electronic Data Processing Centre - for processing of bills.– Accounts Wing – Administration Wing

• Some of the important subjects publicised by DAVP include:-– Health & Family Welfare– Drug Abuse & Prohibition– Women & Child Development– Upliftment of Girl Child– Education– Adult Education– Non-Conventional Energy Sources– Mahila Samridhi Yojana – National Integration & Communal Harmony– Creating public opinion against dowry, female infanticide,child

labour, beggery etc.

• Blood Donation• AIDS Awareness• Consumer Protection• Safe Drinking Water• Welfare of the Handicapped• Water-Borne Diseases• Handicrafts• Social Welfare Programmes• Agriculture• Food & Nutrition• National Social Assistance Programmes• TRYSEM• IRDP• DWCRA• Employment Assurance Scheme• Jawahar Rozgar Yojana• Panchayati Raj and• Commemoration of 50 Years of India’s Independence

ASCI

• Advertising Standards Council of India is a self regulatory voluntary organization of the advertising industry.

• In keeping with the practice followed in almost 50 countries around the world, the Indian marketing and advertising professionals took the initiative of setting up a council called The Advertising Standards Council of India (ASCI), to self-regulate the content of advertisements.

• To monitor administer and promote standards of advertising practices in India with a view to …

• ensuring the truthfulness and honesty of representations and claims made through advertising and safeguarding against misleading advertising….

• ensuring that Advertising is not offensive to generally accepted norms and standards of public decency….

• safeguarding against the indiscriminate use of advertising for the promotion of products or services which are generally regarded as hazardous to society or to individuals or which are unacceptable to society as a whole….

• ensuring that advertisements observe fairness in competition and the canons of generally accepted competitive behaviour….

ASCI Mission

• ASCI seeks to ensure that advertisements conform to its Code for Self-Regulation which requires advertisements to be

• Truthful and fair to consumers and competitors. Within the bounds of generally accepted standards of public decency and propriety. Not used indiscriminately for the promotion of products, hazardous or harmful to society or to individuals particularly minors, to a degree unacceptable to society at large.

Role and Functions of ASCI• The Role and Functioning of the ASCI & its Consumer Complaints Council

(CCC) in dealing with Complaints received from Consumers and Industry, against Ads which are considered as False, Misleading, Indecent, Illegal, leading to Unsafe practices, or Unfair to competition, and consequently in contravention of the ASCI Code for Self-Regulation in Advertising.

• ASCI is a voluntary self-regulatory council, registered as a not-for-profit Company under section 25 of the Indian Cos. Act. The sponsors of the ASCI, who are its principal members, are firms of considerable repute within Industry in India, and comprise Advertisers, Media, Ad. Agencies and other Professional /Ancillary services connected with advertising practice.

• The ASCI is not a Government body, nor does it formulate rules for the public or for the relevant industries. The Purpose and the Mission of the ASCI is spelt out clearly in the literature provided.

Positive Effects Of Advertisement On Kids • Advertising makes the kids aware of the new

products available in the market. It increases their knowledge about the latest innovations, in the field of technology as well as otherwise.

• Convincing ads, which center around healthy food products, can help improve the diet of a child, if they are attractive enough.

Negative Effects Of Advertisement On Kids • Advertisements encourage the children to persuade their

parents to purchase the products shown in the commercials, whether useful or not. The little ones tend to get adamant, if they are not bought the product.

• Children often tend to misinterpret the messages conveyed in commercials. They overlook the positive side and concentrate more on the negatives.

• Many advertisements in the present times include dangerous stunts, which can be performed only by experts. Even though the commercials broadcast the statutory warnings with the ad, the kids often try to imitate the stunts at home, with fatal results.

• The flashy advertisements broadcast in television generate impulse shopping in children.

• Children, after watching the glitter of commercials, often lose the ability to live a life without materialistic joy.

• The kids usually get more attracted towards the costly branded products, such as jeans and accessories. They disregard the inexpensive, but useful, ones that are not shown in the commercials.

• Advertisements have an indirect effect on the behavior of children. They might develop temper tantrums, when deprived of the latest toys and clothes that are shown in the commercials.

• The personal preferences in clothing, toys, food and luxurious of children are altered by the advertisements, to a great extent.

• Junk foods, such as pizzas, burgers and soft drinks, are heavily promoted during children's TV viewing time. This develops a craving for fatty, sugary and fast foods in kids, thereby affecting their health adversely.

Junk Food Advertising and Children

• Research has shown that junk food advertisements influence children greatly leading to an increased demand for junk food by children. When children watch young adults in good shape eating junk foods in the advertisements they assume that it is good for the health. They do not know that junk food is not good for health. They are unaware of the fact that junk food does not contain nutritional value. They may even think that by eating these junk foods they might become like the thin and fit models in the advertisements.