Q: What is the 4As?

A: There are four basic goals of the 4As:
One, to upgrade the practice of advertising in the country;
Two, to promote the welfare of the organization as a whole and its members, individually;
Three, to enhance relations between the member agencies and other sectors of the advertising industry;
Four, to foster social responsibility among advertising practitioners and help protect the welfare fo the general public.

Q: What are the organizations that the 4As interface with?

A: Because of its membership in the Advertising Board of the Philippines, the following are the industry organizations that the 4As interacts with:
The Philippine Association of National Advertisers
The Print Media Organization
The Kapisanan ng mga Brodkaster ng Pilipinas
The outdoor Advertising Association of the Philippines
The Cinema Advertising Association of the Philippines
The Advertising Suppliers Association of the Philippines
The Marketing Opinion Research Society of the Philippines
The Indpendent Blocktimers Association of the Philippines

Because of its membership in the Advertising Foundation of the Philippines, the 4As also has linkages to government, the academe and non-government organizations. All members of the 4As may seek help with the organization in relation to any concerns or matters pertaining to any of these organizations and their members.

Q:What are the qualifications for membership?

A: An advertising agency is qualified to seek membership in the 4As, subject to the criteria set in Article II of the Code of Ethics. In addition, initial requirements set by the Association prior to application for membership are as follows: Minimum of one year in existence; With KBP and PRIMO accreditation for media independents; Minimum paid up capital of P100,000.00

Q: What are the benefits of membership?

A: More agencies enjoy the following;
proper representation in the industry;
access to vital information on industry developments;
involvement in Adboard activities and programs;
relationship between advertising agencies and other sectors of the advertising industry;
preferential rates, discounts on educational programs and facilities offered to members;
access to media research studies from the Radio Research Council and the TV Research Council at nominal cost.

Q: How does an agency apply for membership?

A: Application forms are available at the 4as office, currently located at Unit 442, Cityland Pasong Tamo Tower, 2210 Don Chino Roces Ave., Makati City 1231 Philippines.

Q: What has the 4As done for the adveritsing industry?

A: The 4As has been instrumental in resolving key issues involving the industry in general, and specific advertising agencies, in particular.

The 4As was a major force in the establishment of the Advertising Board of the Philippines and the promulgation of the Code of Ethics.

It provides continuing education to industry practitioners through the ARAL seminars and programs it conducts.

The 4As formed the Committee on Media Standards to protect the interests of the agencies and work for reasonable and fair media practice to professionalize the industry. It has also revived the Creative Guild, which seeks to upgrade the standards of creativity in the industry.

The 4As actively supports lobbies in aid of legislation affecting matters such as taxation, tobacco and liquor advertising and other concerns of the industry.

The 4As was the moving force in the formation of the TV Research Council, the Radio Research Council and the Print Media Audit Council which provides member agencies with research data necessary for media planning and buying purposes.

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