“Principles and Best Practices for Diversity and Inclusion in Advertising Agencies” was jointly developed by the Steering Committee and Diversity Advisory Board of Operation Success, the AAAA’s umbrella initiative that promotes diversity and inclusion at all levels of advertising agency and communications firms. Principles and Best Practices for Diversity and Inclusion in Advertising Agencies provides […]

Requirements for association membership. Originally adopted in 1920. Last Updated August 2009.

Explains the various areas in which the AAAA works to improve and strengthen the advertising agency business. Adopted September 1990.

Written by members of the Print Management Committee, “Guide to Photo Retouching” contains information on terms and procedures involved in producing a precise printed image. With the help of vivid illustrations, the booklet describes art creation, budgeting and estimating, software and hardware, color, digital retouching, file formats and proofing.

This is a statement issued by the AAAA Board of Directors that discusses objectives, membership, regions, dues, elections, meetings, and other pertinent information. Adopted 1917; most recently amended 2003.

This book describes step-by-step procedures involved in producing a print ad or print project, including vendor-client relationships and a summary of agency-specific responsibilities. It provides a concise explanation of the print production process and suggested safeguards.

For many marketers, the investment that they make in media support for their brands is one of the most strategically important and financially significant elements of their business model. Given the importance of a marketer’s advertising activities, many advertisers want to ensure that their investment in media is properly calibrated, expertly managed and carefully monitored. […]

This booklet is intended to serve as an overview of legal issues relating to advertising. It is very broad in scope and does not attempt to describe all kinds of legal issues that may arise in the course of creating and placing advertising. It does, however, provide the general reader with a foundation of the […]

This revised booklet gives an overview of 4A’s Research Services, formerly 4A’s Member Information Services, a division available only to 4A’s members. This booklet reveals the advantages of using Research Services, describes the types of information this division can provide, and explains how to use the service. It also updates the reader on AMIGO™ (Advertising, Marketing, Industry, Global—Online) […]

The media audit is an operational review that can help identify, and prevent in the future, sub-optimal practices, mistakes, inappropriate shortcuts or missed opportunities across the media advertising supply chain. This document serves to outline best practices for local television media audits for agencies, advertisers and media auditing companies. This title is part of the […]

All advertising and marketing professionals should have a basic understanding of how media operates. This is especially important as media services have either become unbundled from core agency operations, or assigned to independent organizations that focus exclusively on media strategy/planning and execution.This means that all marketing and creative professionals need a basic understanding of the […]

How do you secure a goverrnment contract? Who should you call in Washington or the states if you have a problem? What can you do to avoid a tax audit? You’ll find helpful answers to these real questions in this new publication. Linda Dove, senior vice president in the AAAA Washington office, has been working […]

The 4A’s Television Production Cost Survey includes reports and analysis of television commercial costs. The information reflects figures from 4A’s member agencies that submitted data on national commercials. Updated annually in the 3rd quarter.

  “Best Practices Guidelines for Digital Media Audits” is structured to provide advertisers with important information about the way digital media transactions are planned, negotiated and executed. The publication suggests industry best practices and recommends constructive steps that advertisers can and should take to ensure that their media investments are effectively and efficiently planned, purchased […]

A commitment to talent, diversity and inclusion is a critical business imperative that keeps us relevant, strong and innovative in our rapidly moving world. For many years, the 4A’s has helped to lead the way by providing the thought leadership context by which industry leaders can have continued open dialogue on key diversity issues.  Diverse […]

For many marketers, the investment that they make in media support for their brands is one of the most strategically important and financially significant elements of their business model. Given the importance of a marketer’s advertising activities, many advertisers want to ensure that their investment in media is properly calibrated, expertly managed and carefully monitored. […]

Written by agency veteran Jerry Germain, this book addresses the subject of transitioning agency ownership. It discusses the design of the process, the questions that must be answered and describe some of the available alternatives. It will provide some guidance on what to expect, what can and cannot be done by an individual and when […]

In order to help AAAA members learn more about procurement’s role, strategies and tactics the AAAA asked Alan Krinsky and Steve Marcus to author a new Management Series publication about marketing procurement. “Advertising Agencies and Marketer Procurement Functions” describes procurement’s emerging role in agency compensation as well as agency search and selection. The book’s story […]

The 4A’s Management Series publication “New Shoes” by Lorraine Stewart Lockhart includes discussion related to the following aspects of organizational culture: How to think about organizational culture Core value systems Why culture is relevant to agencies and client marketers How distinctive culture can WOW clients and engage employees   What culture in Not! This publication […]

Executive compensation is a key issue in agencies and one with many potential pitfalls.  Many agencies learn compensation lessons the hard way, making mistakes that invariably negatively affect long-term business results.   Establishing effective compensation involves far more than simply asking “What do I need to pay?”  There is no one formulaic approach to executive […]

In today’s super-competitive marketplace, hiring the right people is the best way to sustain your agency’s competitive advantage. It is imperative that your organization has an effective interviewing process in place. Good interviewing requires skill and practice. This interviewing guide has been designed to help you in your selection process and will help you to […]

 Guide to Business-to-Business Media is designed to help agencies make appropriate choices in a changing media environment this Guide concentrates on the trade print as a primary method of targeting business audiences. It outlines the steps in developing a business-to-business media plan. Sections on the Agricultural Media and the Internet are included.

The “4A’s Provisions in Agency – Client Agreements” is a must-read tool kit for agency executives and their legal advisors. The advertising industry has undergone seismic changes in recent years. Digital technologies, additional media, new creative opportunities and fundamental economic realities are reshaping the ways that agencies do business. It is absolutely critical that there […]

Evaluating Agency Performance | MG13 All business relationships are subject to continuous evaluation and those evaluations may be formal or informal. Effective performance assessments tend to improve the way marketers and agencies interrelate, while poorly executed evaluations may damage or destroy a long-standing, positive business association. In this book, Linda Fidelman of ADvice & ADvisors, […]

The 4A’s Local TV/Radio Committee developed this manual to serve as a guide in training media personnel in developing the basic skills and systems for planning and buying local radio. While every agency will have its own methods of harnessing available data and resources to make the best local radio buys for its clients, this manual […]

This directory of media vendors describes discounts offered to 4A’s member agencies. What are the benefits of subscribing to the services found in this directory? • Knowledge about more media/marketing alternatives• Access to extensive databases• Information comparable to that available to advertisers. The aim of research, whether manual or online, is to insure that advertising dollars are being […]

  Guide to Out-of-Home Media is intended for those interested in understanding and maximizing the use of out-of-home media; it can provide the basic knowledge necessary to consider OOH for clients. The out-of-home agency planner and buyer should not only be familiar with the possible vehicles for OOH advertising, but also with the creative considerations […]