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Taking Full Advantageof AAF Resources and

Identity

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AAF Value and Resources

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1. Legacy of Industry LeadershipDating back to 1905, The AAF is the Oldest

National Advertising Trade Association

· Individual advertising clubs formed around the turn of the century to uphold high business standards

· Original purpose was to self-regulate the industry in the face of exaggerated and false advertising claims

· Clubs united to form larger trade associations

· Advertising Federation of America (in the East) and Advertising Association of the West merge in 1967 to create the American Advertising Federation

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2. All-Inclusive MembershipAAF Brings Members Together From All

Facets of the Advertising Industry

· Represents media, agencies & clients

No other trade organization can claim this

· 125 corporations, 210 local ad clubs, 260 college chapters

· Influence in all parts of the nation

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3. Advocacy for of the Rights of Advertisers

AAF Educates Policymakers, the News Media and the General Public on the Value that

Advertising Brings to the Well-Being of the Nation

· Advocates advertising as free speech protected by the First Amendment

· Actively promotes advertising as an essential industry

· Formed the National Advertising Review Board

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4. Government AffairsAAF Protects and Promotes Advertising at All

Levels of Government Through Efforts Ranging from Grassroots Activities to

National Lobbying

· Nationwide network for quick mobilization

· Regular legislative/government alerts

· Have repeatedly defeated advertising tax legislation

Example: Florida Ad Tax of 1987

· Training available to local clubs in lobbying techniques & managing legislative matters

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5. Professional DevelopmentAAF Educates Members on the Latest Trends in

Leadership, Technology, Creativity and Marketing

· Unparalleled access to programs/services designed to boost the profiles and standing of local clubs

· District & Regional Leadership Conferences · American Advertising Conference:

June, 2009 – Washington, DC· Webcasts of AAF Programming

· Local club members can take advantage of extensive resources and information

· Research white papers, streaming video, and direct links from local club site to national site

· On-line web conferences and blogs

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6. National InfrastructureAAF Provides Resources, Materials and Professional Staff to Assist Local Clubs’

Volunteer Leadership

· Collateral materials and “how to” guides

· Club Achievement programs

· Speakers/judges directories

· Web-based resources at aaf.org

· Free on-line job bank

· Dedicated national staff

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7. College Chapters

Provides the Advertising Industry With its Future Leaders

· National Student Advertising Competition (NSAC)

· Internship opportunities

· National scholarships

· Career guidance

· Industry mentors

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8. Recognition of Excellence

Honors Achievement in Our Industry

· Advertising Hall Of Fame - Advertising legends

· Advertising Hall Of Achievement - Under age 40

· ADDY® Awards - Creative excellence

· Silver Medal - The highest honor at the club level

· Bart Cummings Gold Medal Award - Volunteer

· Betty Riehl Excellence in Service Award - Employee

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9. Multicultural Initiatives

Empowers the Advertising Industry to Capitalize on America’s Changing Demographic Landscape

· Multicultural marketing conferences

· Corporate scholarship, internship & educational outreach programs

· Research on industry diversity & multicultural marketing practices

· Issue forums for national lawmakers

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10. Public Service

AAF Applies the Communication Skills of its Members to Help Solve Community Concerns

· Local clubs’ public service initiatives

· Community task forces & committees

· Sounding board for local not-for-profits

· Often led by Ad 2 (where present)

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AAF Relevance and Mission

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AAF Relevance and Mission

At the local level, AAF offers connectivity to its members

· Local affiliation and recognition is high

· Key recognized benefits of AAF membership:· Networking

· Idea sharing

· Professional development

· Key descriptors of AAF:· “A unifying force”

· “Together under one umbrella”

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AAF Relevance and Mission

Current Key AAF Activities and Initiatives:

· Enhanced visibility & prestige for National ADDY®s

· Ongoing legislative and lobbying efforts

· Increasing connections between roughly 40,000 other professionals and students with like interests

· Serving as the aggregating body for AAF clubs nationwide

· Name change initiative to leverage the power of AAF national brand name at the local level

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AAF Relevance and Mission

Upcoming Initiatives:

· Evaluation and evolution of all AAF Signature Brands

· Partnership with the Advertising Research Foundation (ARF) to provide web-based program content

· A re-articulation and expansion of AAF “value proposition”

· Redefinition of AAF purpose and mission

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AAF Relevance and Mission

Redefined AAF Purpose Statement:

Because of its unique membership and its unique approach to our industry, membership in the AAF enables you to be better informed, better positioned and better equipped to deal with the tough issues that are going to shape the future of our industry.

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AAF Relevance and Mission

Translate the “unifying voice” position into action:

AAF is the only industry association that can work across silos to address key industry issues.