Advertising Organizations and Its Legal Environment.pptx

Tackles about different organizations of Advertising in the Philippines. It also highlights about consumer protection

1. Advertising Organizations and Its Legal Environment Chapter 6

2. The Advertising Organizations The Advertising Board of the Philippines It is a governing body composed of representatives of national organizations involved in advertising practices. Which have banded together to promote the development of the advertising industry through self-regulation, in harmony with industry goals Formerly known as the Philippine Board Advertising, was formed as result of a series of meetings in 1973 by leading advertisers and advertising practitioners who strongly felt the need for a body to unify all sectors involved in the industry. The organization maintains a code of ethics principally governing wholesome and acceptable advertising content. It commits the industry to the observance of truth in advertising, to its social, economic and cultural responsibility, and its role in helping to foster public confidence in advertising as a legitimate marketing activity.

3. Continued… The Ad Board as the voice of the Philippine advertising industry; prosperous and responsible industry has the following missions: To recognize self regulation as the cornerstone of its existence; To uphold the highest standards of fair play and professional ethics; To foster harmony among members; To safeguard the interests of consumers through truthful and responsible advertising; To create the environment where world class advertising flourishe .

4. Continued… The Ad Board is the umbrella organization of the advertising industry, formerly called PHILIPPINE BOARD OF ADVERTISING (PBA). It is composed of nine active member association: The Association of Accredited Advertising Agencies-Philippines (4AS-P) The Philippine Association of National Advertisers (PANA) Advertising Suppliers Association of the Philippines (ASAP) United Print Media Group (UPMG) Kapisanan ng mga Brodkaster ng Pilipinas (KBP) Cinema Advertising Association of the Philippines (CAAP) Independent Blocktimers Association of the Philippines (IBA) Outdoor Advertising Association of the Philippines (IBA) Marketing and Opinion Research Society of the Philippines (MORES)

5. Continued… Its Vision is stated as: We are the voice of the Philippine Advertising Industry. The pivotal force of a dynamic, prosperous, and responsible industry The Mission is: It declares self regulation as the cornerstone of its existence It vows to adhere to the highest standards of fair play and professional ethics. It asserts harmony among its members. It guarantees protection of consumers through truthful and responsible advertising. It is a dynamic home where world-class advertising flourishes.

6. continue The Ad Board is one of the right track with the current implementations to the advocacy called “ Paggalang sa Mamimili ”. It started with a series of ads on print and broadcast, complemented by published informative articles about the nature of the campaign.

7. Continue… Association of Accredited Advertising Agencies- Philippines (4AS-P) The 15% commision an advertising agency gets hardly support a full service agency with service from account manager, media buying, market research, creative, production, art, radio and Tv . As a result, a full service advertising agency cannot realize a profit if its advertising billing is less than a certain minimum yearly amount. The organization publicly announced that the Kapisanan ng mga Brodkaster ng Pilipinas would not recognize any agency Which does not ultimately become a member of the 4As-P and therefore, cannot operate since it would not be entitled to the standard commission

8. Continue… Philippine Association of National Advertisers (PANA) It is a non-profit, non-stock organization banded together to discuss the common problems and short comings of local advertising practice. PANA is founded on four basic principles: The belief that the advertising is an essential factor in the marketing of goods and services and, consequently, is an important factor in the economic life of the country; The belief that the interests of consumers should be the primary concern of advertisers in cases of conflict, the interest of the consumers should prevail; The belief that public confidence in advertising and advertised goods and services should be promoted and practiced, and therefore any practices that tend to undermine the confidence should be prevented or corrected The belief in the upliftment of the standards and practices of advertising.

9. Continued… The combined PANA membership of over 300 companies, spending the equivalent of 85% of total national advertising expenditure Formed by advertisers for advertisers, PANA is the only organization in the country that units the users of advertisers. It is committed to: Protect consumer’s interests through fair and hones advertising; truth in advertising is the voice PANA speaks, collectively and individually Develop its members as responsible and market-sensitive practitioners through relevant educational programs and interaction Partner with other industry organizations in national building through responsible advertising and media content.

10. Continued… Advertising Suppliers Association of the Philippines (ASAP) In 1974, a group of phototypesetters and photoengravers envisioned an umbrella organization of production houses, firms and talents. Providing expertise and craftmanship for broadcast and print advertising as well as product sales, promotions and merchandising. The objectives: To professionalize and uplift the conduct of business and ethical standards of the advertising services, production suppliers, firms and entities To promote the welfare of the association and its membership To link with other service-oriented firms and production supplies in the global community for information, technology and craftsmanship updates To uphold the precept of the Advertising Board of the Philippines and tenets of industry self-regulation. To foster social responsibility among members and the multi- sectoral advertising community for the welfare of practitioners, other AdBoard members and general public.

11. Continued… United Print Media Group (UPMG) Member publications and official representatives include: ABS-CBN Publishing Liwayway Publishing Malaya Manila Bulletin Publishing Manila Times Publishing Philippine Daily Inquirer Pilipino Star Ngayon The Philippine Star Women’s Home Companion Mr. and Mrs. Publishing Business World

12. Continued… Kapisanan ng mga Brodkaster ng Pilipinas As a trade organization was conceived to work for the solution of the problems besetting the industry. It is also proved that the people in the broadcast industry were competent enough with less government interference. Penalties for broadcast violations have been imposed to ensure the compliance of members stations.

13. Continued… Cinema Advertising Association of the Philippines (CAAP) Cinema is regarded as a supplementary medium Under this favorable conditions, coupled with continuing fine-tuning efforts undertaken by the cinema-booking sector to further improve the medium, it is assured of its rightful place in the advertising scene.

14. Independent Blocktimers Association of the Philippines (IBA) This alliance was formed to participate in the challenge of the broadcast industry, the alliance which would bring about changes and improvements in the industry and would carry a stronger voice to meet the increasing demand for improvements and development in the dynamic world of broadcasting.

15. IBA’s thrust revolves around a three point scheme: To work for the professionalism of the blocktiming industry and to participate and contribute in the upliftment of program standards. To enhance and make more effective the working relationships between IBA and the networks and to work in close consultation with advertiser and advertising agencies, as well as other industry related organization, in all trade matters affecting each other mutually. To foster social responsibility among blocktiming practitioners and help protect the welfare of the general viewing public

16. Outdoor Advertising Association of the Philippines (OAAP) The organization protecting the interests advertising agencies